MRA Data Collection & Survey Methods

Question 1

Which of the following is a method of collecting primary data in market research?

Accepted Answer

Conducting in-person surveys

Answer

Primary data in market research refers to information collected directly by the researcher for the specific purpose of the current study. Conducting in-person surveys is a direct method of gathering original data from respondents. This contrasts with secondary data, which involves analyzing existing information like historical sales records or government census data.

Question 2

What is the purpose of using stratified sampling in surveys?

Accepted Answer

To ensure subgroup representation

Answer

Stratified sampling is a technique used to ensure that specific subgroups within a population are adequately represented in a survey sample. The population is divided into homogeneous strata (subgroups), and then a random sample is drawn from each stratum. This method improves the representativeness of the sample and the accuracy of findings, especially when comparing different segments of the population.

Question 3

Which type of question allows respondents to answer in their own words?

Accepted Answer

Open-ended

Answer

An open-ended question allows respondents to provide detailed, qualitative answers in their own words, rather than selecting from predefined options. This type of question is valuable for gathering rich, nuanced insights, opinions, and explanations that might not be captured by multiple-choice or rating scale questions. It encourages respondents to express their thoughts freely.

Question 4

Which is a disadvantage of using online surveys?

Accepted Answer

Sampling bias

Answer

Online surveys often suffer from sampling bias because they tend to reach specific demographics (e.g., those with internet access, tech-savvy individuals) and exclude others. This can lead to a non-representative sample, meaning the survey results may not accurately reflect the broader target population. While other options can be issues, sampling bias is a prominent and inherent disadvantage due to the nature of online distribution.

Question 5

Which tool is most commonly used for collecting quantitative data?

Accepted Answer

Structured questionnaire

Answer

Structured questionnaires are designed with predefined questions and response options, making it easy to collect numerical data from a large number of respondents. This format allows for systematic quantification and statistical analysis, which are hallmarks of quantitative research. In contrast, ethnographic observation, unstructured interviews, and focus groups are primarily qualitative methods, yielding rich, descriptive data rather than numerical measurements.

(MRA) Market Research Analyst Certification Practice Test

(MRA) Market Research Analyst Certification Practice Test

MRA Data Collection & Survey Methods