Conducted after the market research study is complete

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Reference no: EM132219081

1. Secondary research is research that is conducted after the market research study is complete.

True False

2. Ethnographic research is most associated with what type of research design?

A. Exploratory

B. Probability

C. Predictive

D. Descriptive

E. Causal

3. When examining the results of an ANOVA the significance level of the F test for differences between three group means was p = .006. This shows that there was NO significant difference found between the group means.

True False

4. A market analyst wishes to conduct a survey of 1000 people who regularly drink three leading brands of soft drink: Coke, Pepsi, and Sprite lemonade. The researcher asks participants to record the total numbers of cans they would consume in a 6 month period for each of the brands Coke, Pepsi, and Sprite. The analyst is interested in which type of soft drink is most popular among this sample of consumers, as measured by the average number of cans consumed in a 6 month period for each brand. What sort of statistical test is the researcher most likely to use?

A. Independent groups t-test

B. Correlation analysis

C. Crosstabs analysis with chi-square test

D. Repeated measures or paired samples t-test

E. ANOVA with posthoc tests

5. A market researcher decides to do in-depth interviews rather than focus group interviews because the researcher may be seeking what type of data in this instance?

A. Quantitative

B. Experimental

C. Demographic

D. Sensitive

E. Group-think

6. Test marketing of a new product in the marketplace is what type of research design?

A. Exploratory

B. Causal

C. Descriptive

D. Survey

E. Probability

7. When a market researcher conducts an online survey about consumer attitudes and preferences for an organisation wanting to understand its target market’s wants and needs, then the market researcher is conducting primary research.

True False

8. Rankings of soft drink brands measured as 1st, 2nd, 3rd, or 4th preferences is what type of data?

A. Nominal

B. Ordinal

C. None of the above

D. Ratio

E. Interval

9. A market researcher selecting participants for a survey by picking people who walk by in a shopping mall is a form of random sampling.

True False

10. When a market researcher uses a particular scale to measure customer perceived risk in online purchasing, the validity of that scale means whether the scale is measuring what it is supposed to be measuring (i.e. perceived risk) and not something else (e.g. attitudes towards online brands).

True False

Reference no: EM132219081

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