Market Research Final Exam Review

Each of the following is a tactic to increase response rate, except ______.

True or False: Secondary research is typically conducted before primary research.

This type of question is used to qualify potential respondents to take part in a study.

This methodology examines cause and effect relationships between variables.

Which of the following is not an advantage to secondary research?

Focus groups are a ______.

A good choice to trend data from the same variable over time is a/an ______. 

Secondary research is ______.

True or False: Online surveys are the fastest method of survey data collection

Which term is used to describe a subset of the population?

 An observational study where the observer does not interact with or make themselves known to research subjects.

Which type of survey question requires coding to help discover themes from responses?

Examines the strength in the relationship between variables.

True or False: Surveys are a primary quantitative method.

Existing research gathered by one’s own company is ______.

This section of a research report often houses the full survey instrument and the full list of respondent comments.

Primary research is typically ______ and ______ compared to secondary research.

Sources of internal secondary research include each of the following, except ______.

True or False: Exploratory research aims to determine if changes in one variable impacts changes in another variable.

The range and standard deviation are ______.

Primary research is ______.

T/F: Since a focus group is qualitative it’s a good method to assure the target pop feels the same way as participants.

Word clouds are best used to display ______.

The mean, median, and mode are ______.

Used to test differences between categorical variables or ordinal variables (percentages).

The clothes, accessories and belongings of subjects in observational research.

Chi-square, t-test, and Analysis of Variance (ANOVA) are ______.

Interviews differ from focus groups in that for interviews the number of participants are __ and the topic is usually __

T or F: Focus groups involve researchers secretly acting as consumers in order to gather data on the customer experience

T/F: The confidence level indicates how probable it is that if a study were replicated the same results would be found

This method allows for prompting and probing of open-ended responses.

If demographic questions don’t help address the research objective, why are they included on surveys?

T/F: Probability sampling uses random selection to assure members of a population have an equal chance of being chosen.

Response bias includes extremity bias, social desirability bias, and ______.

Which are descriptive statistics?

 study where researchers create artificial environments to observe behaviors under controlled conditions.

Which is true regarding the confidence interval/margin of error?

External secondary research involves ______.

What is a way to help alleviate order bias in response options?

Studies are in which the sponsor is not disclosed to respondents.

True or False: The methodology section of the report details exactly how the data were collected.

True or False: Secondary research is typically conducted after primary research.

True or False: Primary data can only be quantitative.

True or False: Most surveys are generally an equal mix of qualitative and quantitative components.

True or False: Weighting refers to determining the strength in relationships between variables on a survey.

Psychographics are ______.

Which offers the highest level of privacy to respondents?

rue or False: Psychographics are attitudes and behaviors of the target consumer.

Using this technique, research participants themselves recruit other members to participate in the study.

True or False: In general, blogs are a reputable secondary source.

Secondary research is typically _______ and ________ compared to primary research.

True or False: Response rates are generally about 50% for all types of surveys.

When a survey produces stable results over time, it can be considered…

What is the standard confidence level and confidence interval (margin of error) for the market research industry?

Demographics are _____.

The sample size formula takes the following into account, except ______.

This methodology can examine the “how” but cannot uncover the “why.”

The middle value in a distribution.

This section of a research report reads like an abstract providing a high level overview of the results.

Who conducts market research?

Responses that do not add up to equal 100 percent cannot be displayed using ______.

True or False: The higher the p-value, the stronger evidence there is against the null hypothesis.

All of the following are disadvantages to secondary research, except that ______. 

A focus group activity in which participants assemble photos or other objects that represent their thoughts and feelings

True or False: In environmental scanning, there is no specific research objective.

This method is not good for complex surveys that require skip logic, randomization, or multiple versions.

T or False: It is okay for a moderator to deviate from the moderator's guide in case the conversation could prove useful