Consultant
This test is about 40
multiple choice questions and should take less than 40 minutes to complete
Market Research Test
Question: 1
Which of the following best
describes the phenomenon of 'options'?
a. The
tendency to assume that things will work out well (Answer)
b. The tendency to assume
that things will work out badly
c. The overestimation of
low-probability negative outcomes
d. The underestimation of
low-probability positive outcomes
Question: 2
If the following responses
were received regarding a statement in a survey, what
is the percentage of those who opposed the statement?
Strongly agree: 86
Agree: 212
Neither agree Nor disagree:
127
Disagree:62
Strongly disagree: 13
a. 5%
(Answer)
b. 15%
c. 20%
d. Impossible to tell
Question: 3
For what purpose is the
'Schmidt-Hunter' technique of meta-analysis used?
a. To
determine the reliability of data. (Answer)
b. To combine the results of
multiple studies.
c. To determine the validity
of data.
d. To identify the optimal
target market for a product.
Question: 4
50 people are asked to
respond to a question with the answers Yes/No/Don't know on two occasions, On
the first occasion, the responses were 15/25/10 and on the second 18/26/6.
What is the change in the
number of positive responses as a percentage of the whole sample?
a. 3%
b. 6%
(Answer)
c. 9%
d. Impossible to tell
Question: 5
Before which of the following
decisions would it be LEAST sensible for a company to undertake market
analysis?
a. Whether to expand the
workforce
b. Whether
to purchase a new plant (Answer)
c. How much to pay to the
staff
d. How much raw material to
buy
Question: 6
What is the name of the
forecasting method whereby a panel of independent experts answer questionnaires
in two or more rounds in order to converge on the correct answer?
a. The
Delphi method (Answer)
b. The Athens method
c. The Apollo method
d. The Oracle method
Question: 7
Which TWO of the following
situations may cause 'response bias'?
i) Emotive language in a
survey question
ii) Delay between designing a
survey and using it
iii) Using a
voluntary-response method that leads to respondents not being representative of
the population
iv) Using qualitative rather
than quantitative methods
a. i and ii
only (Answer)
b. i and iii only
c. ii and iv only
d. iii and iv only
Question: 8
In which of the following
pieces of information would a mystery shopper NOT be fundamentally interested?
a. Timeliness of response
b. Technical specifications
of a product
c. Staff
customer-service skills (Answer)
d. Levels of hygiene
Question: 9
Which of the following is/are
typical problems associated with 'observational' market research?
i) It increases the potential
for bias.
ii) It reveals little about
motivation.
iii) It relies on the honesty
of the participants.
a. None of the above
b. i only
c. ii only
d. iii only
(Answer)
Question: 10
If a company
commissioned market research to look at the potential effect of changing an
attribute of a product (e.g. its colour), what specific type of
market research would it be?
a. Causal
b. Observational
c. Secondary
d.
Qualitative (Answer)
Question: 11
Which of the following models
the process by which new products are taken up amongst a population of
potential customers?
a. Taylor's exchange theorem
b. Harvey's spread algorithm
c. Bass diffusion
model (Answer)
d. Young's flow diagram
Question: 12
Which of the following would
NOT be a primary reason for analyzing demographic information collected as part
of a survey?
a. To ensure that the sample
was representative
b. To be able to compare the
responses of different types of people
c. To check that the
researchers had not faked the data
d. To help
identify the target audience for a product (Answer)
Question: 13
Which of the following
types of companies would be LEAST interested in 'coolhunting' as a form of
market research?
a. A garment/fabric store
b. A supermarket
c. A store specializing in
electronic gadgets
d. A record
company (Answer)
Question: 14
Which of the following
statements is/are true?
i) Comparing weighted scores
for key industry success factors (e.g. economies of scale) between competitors
is known as 'competitor array analysis'.
ii) Benchmarking is an
effective means of identifying the best industry practice.
a. Both (i)
and (ii) are true. (Answer)
b. Only (i) is true.
c. Only (ii) is true.
d. Neither is true.
Question: 15
Which of the following is NOT
typically a qualitative method of market research?
a. Using an on-line research
community
b. Using a mystery
shopper
c. Using a
focus group (Answer)
d. A survey using the Liker
scale
Question: 16
Companies may be forced to
remain in an unprofitable market because they have, for example, invested
heavily in infrastructure. What are these factors known as?
a. Golden handcuffs
b. Barriers to exit
c. Escape clauses
d. Transfer costs
(Answer)
Question: 17
Which of the following best
describes the market research related term 'sugging'?
a. Seeking funds by
pretending to be a research organization
b. Manipulating statistics to
produce a favorable result
c. Exploiting market research
conducted by other organizations
d. Using
market research as a cover for generating business (Answer)
Question: 18
Which TWO of the following
are issues associated with ‘benchmarking’?
i) It leads to increased
production costs.
ii) It can be difficult to
obtain the necessary data.
iii) Comparison with market
leaders is not a helpful process.
a. i and ii only
b. i and iii only
c. ii and iv
only (Answer)
d. iii and iv only
Question: 19
What is the 'mean' of the
following data: 3, 11, 5, 6, 7, 5, 6, 5?
a. 5
b. 5.5
c. 6
d.
Impossible to tell (Answer)
Question: 20
What does the 'Dirichlet
model' seek to describe?
a. The product life-cycle
b. The
relationship between marketing and sales j (Answer)
c. The effect of elasticity
of demand on revenue
d. Brand loyalty and repeat
purchases
Question: 21
What does a correlation of
'-1' between two variables indicate?
a. That
there is a slight negative correlation between the variables. (Answer)
b. That there is no
correlation between the variables.
c. That there is a perfect
negative correlation between the variables.
d. That the variables are
independent.
Question: 22
Which of the following
best characterizes face-to-face surveys relative to other types of surveys?
a. Low response rate, low
cost
b. Low response rate, high
cost
c. High response rate, low
cost
d. High
response rate, high (Answer)
Question: 23
Competing brands can be
placed on a graph to illustrate their market positioning and thereby identify
potential niches. What is the term for this analytical technique?
a. Brand
analysis (Answer)
b. Force-field analysis
c. Product placement
d. Perceptual mapping
Question: 24
A PEST analysis can be used
to identify the external factors affecting a market. What does the ‘P’ PEST
stand for?
a. Product
b. Promotion
c. Political
(Answer)
d. Pricing
Question: 25
How many levels are usually
there on a Likert scale?
a. 8-9
b. 6-7
c. 5-7
(Answer)
d. 2-3
Question: 26
Which of the following is an
example of a ‘closed’ question?
a. “Why do you get up early
in the morning?”
b. “Who is your favorite
baseball player?”
c. “When shall we go to the
restaurant?”
d. “Do you
like Mozarat?” (Answer)
Question: 27
Which of the following best
describes ‘secondary’ market research?
a. Research
that is designed to corroborate previous research (Answer)
b. Market research
that relates to other companies rather than end consumers
c. The collation of data that
was previously gathered for different pieces of research
d. Research based on data
that relates to consumers' previous habits rather than their
futureintentions
Question: 28
Which of the following are
reasons for a company undertaking 'price elasticity analysis'?
i) Determining the types of
people who buy a product
ii) Identifying 'price
points' in the market for a product
iii) lnvestigating the
effects of price changes on sales
a. i and ii
b. i and iii
c. ii and iii
d. All
of the above (Answer)
Question: 29
If 25% of the respondents
reported that they would buy product A and 48% reported they would buy product
B, how many respondents would buy both?
a. 12%
b. 23%
c. 36.5%
d.
Impossible to tell (Answer)
Question: 30
What is the name given to the
effect whereby people carry out an activity differently if the management is
taking an interest in or monitoring them?
a. Eddington effect
b. Fowlds effect
c. Hawthorne
effect (Answer)
d. Norton effect
Question: 31
Which of the following is a
statistical measure used to calculate how widely-spread a set of data is?
a. Standard
deviation (Answer)
b. Correlation
c. Regression analysis
d. Median
Question: 32
Which of the following survey
questions would be most likely to yield unbiased responses?
a. “Isn't it a bad idea to
raise taxes?"
b. “It's a bad idea to raise
taxes, isn't it?"
c. "Lots of people are
struggling to make ends meet. Do you think taxes should have been
raised?"
d.
"What do you think of the decision to raise taxes?" (Answer)
Question: 33
Which of the following types
of sampling involves selecting a set number (which need not be the same) of a
distinct sub-group (or ‘stratum’)?
a. Quota
sampling (Answer)
b. Simple random sampling
c. Systematic sampling
d. Probability sampling
Question: 34
Which of the following best
describes the purpose ‘Ad Tracking’?
a. To calculate the cost of a
marketing campaign
b. Advanced engagement with
consumers to confirm that an advertisement will be popular
c. To verify that the design
process for an advertisement follows the required steps
d. To check
the effectiveness of marketing activities (Answer)
Question: 35
Which of the following terms
concerns applying statistical methods to the deduction of principles?
a. Causality
b. Econometrics
c. Demographics
d.
Predictive analytics (Answer)
Question: 36
Which of the following
statements is/are true?
i) The data on which
secondary market research is based is unlikely to be tailored precisely to the
requirements of the task.
ii) Secondary market research
tends to be more expensive than primary research.
a. Both (i)
and (ii) are true. (Answer)
b. Only (i) is true.
c. Only (ii) is true.
d. Neither is true.
Question: 37
Which of the following
sources of market-research data would NOT contribute to a study on a retail
company’s customer conversion?
a. Monitoring the number of
hits on the company web site
b. Counting
the number of customers entering the company’s stores (Answer)
c. Sales data from checkouts
d. Using a mystery shopper
Question: 38
Which of the following
statements is/are true?
i) A 'longitudinal' survey is
one where the same set of respondents complete the same survey on two or more
occasions.
ii) A 'cross-section' survey
is one where the same set of respondents complete different surveys on two or
more occasions.
a. Both (i) and (ii) are
true.
b. Only (i)
is true, (Answer)
c. Only (ii) is true,
d. Neither is true.
Question: 39
What is the ‘Interquartile
range’ of the following data: 10, 6, 12, 8, 2, 6, 4?
a. 4
b. 4 5
c. 6
d.
Impossible to tell (Answer)
Question: 40
Which of the following
conclusions should be drawn from the voting phenomenon commonly known as the
'Bradley effect' (or 'Wilder effect')?
a. People's
behavior does not necessarily follow their stated intentions. (Answer)
b. People do not consume as
much of a product as they say they will.
c. People are, ultimately,
less concerned about ethical issues than financial ones.
d. People will generally see
through false claims.
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