Elance Market Research Test Answers 2015

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When you use data collected by someone else that already existed, it is called:
Primary research
CRM data
Tertiary data
Secondary data
Ordinal research


The American FactFinder primarily provides what kind of information?
None of these
Internet Usage Data
Business Spending Tables
Access to Broadband
Demographic Data


Google Trends is a resource that lets you research the popularity of keywords related to your business idea. This resource is available for:
Free
A monthly fee for businesses, with reduced rates for nonprofits.
A yearly fee for businesses, but a free 30-day trial.


When 8-12 people are specifically selected and brought together to discuss a a topic, it is called:
A consumer panel
A focus group
An intelligence farm
An experimental design
Behavioral data


How are psychographic segments grouped?
By interests
By attitudes
All of these
By values


When we say a sample size needs to have sufficient statistical power, what do we mean?
It needs to be big enough to be statistically valid for high confidence
That the market research firm is well-known
Only return large numbers, typically in the millions
That it is an iterative statistical process


The two categories of research are:
Interviews and surveys
Buzz marketing and Word of mouth
Surveys and Survey Monkey
Primary and secondary


SWOT Analysis refers to _______?
Strengths, Weaknesses, Orders, Themes
Strategy, Work, Orders, Targets
Strengths, Weaknesses, Opportunities, Threats
Scores, Web, Organization, Traffic


Which one is a type of measurement scale?
All of these
Interval
Ordinal
Ratio
Nominal


Which of these are NOT included in the "marketing mix"?
Product
Perception
Price
Promotion


Market research is of no use to non-profit organizations.
True
False


True or false? Observation is an accepted form of market research.
False
True


The chart that shows a circle with colored wedges representing percentages is called:
A pie chart
A wedge percent chart
A sphere of percentage chart
An Excel spreadsheet
A color scale chart


What does "SWOT" (as in SWOT Analysis) stand for?
Sales Within Operational Timeline
Sales - Work - Over - Time
Systematic Work Objective Theme
Strengths Weaknesses Opportunities Threats


Standard deviation means:
data that's been collected previously and considered known
what the average is expected to be based on past surveys
a survey question style
a term used to describe someone who answers incorrectly
how much variation there is from the average or mean


True or False? "Treatment" is the changes that are being made to the independent variable in a research study.
False
True


Market research is an organized effort to gather information about what?
Advertising or Branding
Individuals or Organizations
Markets or Customers
Products or Services


The marketing research process starts with
Defining research objectives
Initial search of secondary data
Collecting data
Designing primary data collection samples


When you choose a few cities to trial a product, this is called:
Limited sales testing
A test market
A commercialization strategy
A soft launch
Alpha testing


The first step in any market research effort is to:
Get a budget in place
Determine what type of research method to use
Define the problem and objectives
Choose the team and its size
Develop a questionnaire


If 70% of the Population is watching TV at a given time, what would be the rating of a program achieving 10% Share of audience ?
10%
70%
7%
14%


"How did you like the food and overall experience?" Why is this a poor questionnaire question?
It is double-barreled
It is invalid
It is misleading
It is confusing


What is CAGR?
common accommodation growth rate
compound annual growth rate
common assessment growth rate


SPSS is an example of a:
Type of guide that moderators create
Popular statistical analysis software product
Scale used in online surveys
Measurement method for behavioral analysis


______ is considered a syndicated service research firm.
Google
Nielsen
Facebook
Yahoo
Smarterer


Online, mall intercept and phone are examples of:
Best places to observe people
Places to hold focus groups
Places where possible samples may exist
Survey delivery methods


Which is not a type of secondary data?
Interview
Published data
Government census
Invoices
Commercial data


Which of the following do you NOT use to calculate the necessary sample size?
Population of size
Margin of error
The Pareto Effect


What is exploratory research?
Research conducted for a problem that is not yet fully defined
A method of research that focuses on long, free-form interviews
None of these
Research to evaluate brand effectiveness


What does ANOVA stand for?
Attitude of Variance
Analysis of Validity
Attitude of Validity
Analysis of Variables
Analysis of Variance


Which is a classification of market research?
Preliminary research
Horizontal research
Exploratory research
Vertical research
Short research


Which of the following is not a form of primary data?
Motivations
Attitudes
Demographic characteristics
Theories
Awareness


A focus group is an example of what specific kind of research?
First-hand Research
Opinion Research
Tertiary Research
Secondary Research
Primary Research


Which of the following is NOT a sales forecasting method?
Binomial Regression
Time Lag Analysis
Time Series Analysis
Leading Indicators


Ranking items in order of preference is called _______________ method.
the ordinal research
the paired
the monandic ranking
the rank-order
the index ranking


A common description for Gaussian distribution is:
How a survey is delivered
Frequently occurring values
The average
A bell curve
A random variable


True or false? A double-barrelled question is good because it gets information on multiple topics.
True
False


_______ data deals with relationships, while _______ data does not.
bivariate; univariate
scientific; logical
valid; invalid
univariate; bivariate


The type of market research firm that gathers consumer and trade information is:
A consumer branding company
A business library
A not-for-profit research company
A syndicated service research firm
A demographic analysis


What kind of market research would be most helpful in determining whether or not to sell a product via the Internet?
Distribution research
Pricing research
Product research
Promotional research


Which of the following settings would be best for a "depth interview"?
In a focus group
In a consumer's home
Over the phone
In the company conference room


A common qualitative research method is:
Constructing and deploying a survey
Calculating the statistical norm of the research
Observing the subject in a related situation
Counting the respondents that liked a product


What does p=.05 indicate?
A 50% confidence level
A 5% confidence level
A 95% confidence level
A 105% confidence level


To show the information or data collected in useful form
Data Collection
Data Validation
Data Tabulation
Data Analysis


In which situation would you use post-coding?
When analyzing a list of open-ended questions
When testing sample size effectiveness
When analyzing quantitative data
When analyzing excel data


The primary purpose behind perceptual mapping is
Assessing customer satisfaction
Segmentation analysis
Scanner data for pricing
Product/service positioning


Which type of research is used to define problems and suggest hypotheses?
Casual Research
Descriptive Research
Primary Research
Secondary Research


Which of these are NOT examples of paradata?
Outcome and details of respondent contact attempts
The percent of participants in a survey that are able to identify popular logos
Dates/times of data collection
Characteristics and behaviors of interviewers


A statistical probability test measuring a calculated value’s ability to occur due to chance is a(n):
Luck test
F-test
C-Test
Ability test


What is another term for a z-score?
Alpha score
Zero score
Null score
Standard score


Semantic differential scale is a form of:
Demographic scale
Ratio Scale
Interval Scale
Attitude rating scale
Nominal scale


Which of the following is NOT a common type of question?
Validative
Attitudinal
Behavioral
Classification


What is the Markov Model?
The process of dividing a market by a measurable characteristic to be able to identify a consumer that is within the target market
A focus group conducted with four to six participants
A process using matrices to find the probability of users in one brand category switching to a different brand the next time they buy in that category
A binary model of regression analysis that utilizes an S-shaped curve. For each question, responses can only be one of two options


If a survey question uses two bi-polar words and degrees of agreement, it is using:
A Rooney scale
A semantic differential scale
A word association test
An opposing view scale
A Likert scale


Which of the following is a non probability sampling method?
Stratified sampling
Quota Sampling
Simple random sampling
Cluster sampling
Systematic random sampling


A focus group is best at providing:
Insight into trends
Drawing conclusions about consumers and users
Conclusive data for determining actions
Statistically useful data
Directional insight


Which of the following is NOT a common market segmentation?
Anthrographic
Demographic
Pyschographic
Bizographic


Which of the following is NOT a common form of market research?
Exploratory research
Depth research
Descriptive research
Causal research


Which of these is not an Online Survey Programming Tool:
Wincross
SurveyMonkey
ConfirmIT
Qualtrics
SSI


Using a Likert question or scale is common in:
Telling you who likes something more than others
Weighing answers to questions
Making sure calculations are done properly
Constructing useful survey questions


What is a benefit in using a "laddering" interview?
It helps the consumer get more comfortable with interviewer
It helps uncover a consumer's core values
The act of climbing up a ladder distracts the consumer from the questions
It helps determine the upper limit a consumer is willing to pay


What is it called when one rejects the null hypothesis and accepts the alternative, when in fact the null hypothesis is false?
Hypothesis error
Type II error
Null error
Type I error
Type III error


A sample space is:
The units that qualify to be sampled and are available during the sampling process to be selected
A set including all possible outcomes for a particular experiment
The process researchers go through to determine which, of many alternatives, they will choose to study
The ratio comparing sample size to population size


Open end responses are coded using a specific technique
Qualtrics
Wincross
SAS
Ascribe
SPSS


Which of the following is an advantage of using a mixed-mode survey?
More accurate responses
Greater potential response rate
More precise data
It gives a researcher the chance to measure multiple topics


Which of the following is NOT a type of product research?
Product testing
Pricing analysis
Concept testing
Brand name evaluation


Cross-tabulation is used to create a __________.
brand effectiveness measure
contingency table
comparison of two different studies
total count of interviewed subjects


The Flowerpot approach is a:
Mutli-person research method that groups responses
Method in which all the negative information (dirt) is exposed to the target
Process for developing questionnaires in a systematic way
Way to describe the important aspects of a product
Way to evaluate the success of a product during its growth phase


Which of the following would be a specialized research technique?
A focus group
A survey
A product test
Word association


A for-profit organization that puts together a consortia of data sources into packages that are offered to municipal, corporate, and university libraries is called a:
Data warehouse
Data wholesaler
Data compiler
Data miner
Data capture organization


What is it called when one rejects the null hypothesis and accepts the alternative, when in fact the null hypothesis is true?
Hypothesis error
Type II error
Null error
Type III error
Type I error


A Stapel Scale is a _______ rating scale from - 5 to + 5.
rational
bipolar
pentagonal
unipolar

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