MRA Market Analysis & Consumer Behavior 3

Question 1

A researcher uses store scanner data to track weekly brand sales across 500 retail locations. This is an example of:

Accepted Answer

Point-of-sale (POS) secondary data

Answer

Scanner-based sales data collected at retail is a form of secondary POS data used to analyze market performance.

Question 2

Maslow's hierarchy of needs is applied in market research primarily to:

Accepted Answer

Understand consumer motivation drivers

Answer

Maslow's hierarchy helps researchers identify which level of consumer need a product addresses, guiding messaging and positioning.

Question 3

Which Porter's Five Forces element directly affects a firm's ability to raise prices without losing customers?

Accepted Answer

Threat of substitutes

Answer

A high threat of substitutes limits pricing power because consumers can easily switch to alternative products.

Question 4

In consumer decision-making, the 'evoked set' refers to:

Accepted Answer

The subset of brands actively considered during purchase

Answer

The evoked set is the limited group of brands a consumer consciously considers when making a purchase decision.

Question 5

A market researcher finds that two variables have a Pearson correlation of -0.85. This indicates:

Accepted Answer

A strong negative relationship

Answer

A Pearson correlation of -0.85 indicates a strong inverse relationship where one variable increases as the other decreases.

(MRA) Market Research Analyst Certification Practice Test