D374 Market Research
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Free D374 Market Research Questions
_______ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.
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Social classes
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Cultures
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Reference groups
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Subcultures
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Lifestyles
Explanation
Explanation:
Social classes are the relatively permanent and structured divisions within a society whose members share similar values, interests, and behaviors. They are typically determined by factors such as income, education, occupation, and wealth. Social class affects consumer behavior because it influences preferences, purchasing power, lifestyle choices, and exposure to different products and services. Understanding social class helps marketers segment their audience and tailor strategies to meet the distinct needs and aspirations of each class.
Correct Answer:
Social classes
Which of the following best describes a probability sample in marketing research?
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A sample where selection is based on the researcher's judgment
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A sample that includes only the most accessible respondents
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A sample in which every member of the population has a known chance of being included
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A sample that is selected randomly without any statistical basis
Explanation
Explanation:
A probability sample is one in which every member of the population has a known, non-zero chance of being included in the sample. This type of sampling allows researchers to use statistical methods to make valid inferences about the population and to estimate sampling error. Common probability sampling techniques include simple random sampling, stratified sampling, and cluster sampling. Probability sampling ensures representativeness and reduces bias, making it essential for reliable and generalizable research findings.
Correct Answer:
A sample in which every member of the population has a known chance of being included
Selective Attention is...
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The tendency for people to screen out most of the information to which they are exposed
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The tendency for people to interpret information in a way that will support what they already believe
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The tendency to remember good points made about a brand they favor and forget good points about competing brands
Explanation
Explanation:
Selective attention refers to the tendency of individuals to focus on certain stimuli while ignoring others. In the context of consumer behavior, people are constantly exposed to a vast amount of information through advertisements, media, and everyday experiences. Due to cognitive limitations, they filter out much of this information and only attend to what they perceive as relevant, interesting, or useful. This process allows consumers to manage information overload but also means that marketers must design messages that stand out to capture attention effectively.
Correct Answer:
The tendency for people to screen out most of the information to which they are exposed
What type of question is specifically designed to gauge the strength of a respondent's feelings or opinions on a particular topic?
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Open-ended question
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Scaled-response question
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Dichotomous question
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Multiple-choice question
Explanation
Explanation:
A scaled-response question is designed to measure the intensity or strength of a respondent’s feelings, attitudes, or opinions. Respondents are typically asked to rate their level of agreement, satisfaction, or preference on a numerical or descriptive scale, such as a Likert scale. This allows researchers to quantify subjective opinions and compare them across respondents, providing richer insight than simple yes/no or categorical responses. Scaled-response questions are widely used in surveys to evaluate perceptions and attitudes.
Correct Answer:
Scaled-response question
What is a key advantage of using telephone interviews in marketing research?
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They are the most expensive survey method available.
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They provide high-quality qualitative data through in-person interactions.
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They typically yield one of the best samples among traditional survey methods.
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They require extensive travel for data collection.
Explanation
Explanation:
A key advantage of telephone interviews is that they typically yield one of the best samples among traditional survey methods. Telephone interviews allow researchers to reach a wide and geographically diverse group of respondents quickly and efficiently, reducing potential sampling biases associated with location. They provide the ability to clarify questions, probe for deeper responses, and achieve relatively high response rates compared to mail surveys. This makes them a cost-effective and reliable method for gathering quantitative and qualitative data without the need for extensive travel or in-person logistics.
Correct Answer:
They typically yield one of the best samples among traditional survey methods.
What term describes a segment of a larger culture that shares distinct beliefs and behaviors due to similar life experiences?
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Subculture
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Counterculture
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Microculture
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Dominant culture
Explanation
Explanation:
A subculture is a segment within a larger culture whose members share unique beliefs, values, and behaviors that distinguish them from the broader society. These distinctions often arise from common life experiences, social backgrounds, or interests. Subcultures influence consumer behavior because members tend to develop preferences, consumption habits, and brand loyalties aligned with their shared identity. Understanding subcultures allows marketers to tailor products, messaging, and marketing strategies to resonate with specific cultural segments.
Correct Answer:
Subculture
The decision making process that organizations use to establish the need for products and services and identify, evaluate, and choose among alternative brands and suppliers is referred to as
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the consumer purchase decision process
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the industrial purchase procedur
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organizational buying behavior
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the offering purchase framework
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the sustainable procurement process
Explanation
Explanation:
Organizational buying behavior refers to the decision-making process that businesses use to determine their needs for products or services, evaluate potential suppliers, and select the most suitable option. This process involves multiple stages, including problem recognition, need specification, supplier search, evaluation of alternatives, purchase decision, and post-purchase review. Unlike consumer purchasing, organizational buying often involves multiple stakeholders, formalized procedures, and consideration of factors such as cost, quality, and supplier reliability.
Correct Answer:
organizational buying behavior
What term describes the type of demand that arises from the need for products or services that are ultimately driven by consumer demand?
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Direct demand
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Derived demand
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Inelastic demand
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Elastic demand
Explanation
Explanation:
Derived demand refers to demand for a product or service that originates from the demand for another product or service. In business markets, companies often purchase goods and services not for their own consumption but to produce products that will ultimately satisfy consumer demand. For example, the demand for steel is derived from the demand for cars, as steel is needed to manufacture vehicles. Understanding derived demand helps businesses anticipate fluctuations in orders based on changes in consumer markets.
Correct Answer:
Derived demand
Which of the following is a similarity between in-home personal interviews and executive interviews?
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Both tend to be very expensive.
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Both require computer-assisted interviewing.
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Both are similar in that they save time.
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Both have the benefit of actual or promised anonymity for respondents.
Explanation
Explanation:
Both in-home personal interviews and executive interviews tend to be very expensive. In-home interviews require sending trained interviewers to respondents’ homes, and executive interviews involve reaching high-level decision-makers who are often difficult to access. Both types of interviews demand significant resources, travel, and scheduling efforts, which increases the cost compared to other survey methods. Despite the differences in setting and respondent type, high cost is a common factor for both methods.
Correct Answer:
Both tend to be very expensive.
Which type of interview question encourages an answer phrased in the respondent's own words?
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A scaled-response question
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A Likert item
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A closed-ended question
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An open-ended question
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A free-form question
Explanation
Explanation:
Open-ended questions encourage respondents to answer in their own words, providing rich qualitative insights into opinions, experiences, or perceptions. Unlike closed-ended or scaled-response questions, which restrict responses to predefined options, open-ended questions allow participants to express themselves freely. This type of question is particularly useful in exploratory research when researchers aim to uncover detailed reasoning, motivations, or attitudes that may not be captured by structured responses.
Correct Answer:
An open-ended question
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