PRACTICAL MARKETING RESEARCH
Potential Exam Questions and Answers
1. Which of the following is generally not addressed under the umbrella of consumer
understanding research?
a. Market mapping
b. Key driver analysis
c. Line optimization
d. Segmentation
e. None of the above, all are included
Answer: c
2. Explain the difference between defining a sampling unit as a consumer and defining a sampling
unit as a shopper.
Answer: The shopper is the person who makes the decision about what to buy and
makes the actual purchase. The consumer is the person who uses, eats or drinks the
product but may or may not make the purchase decision.
3. Which of the following is not likely to show up as an area of questioning in a consumer
understanding study?
a. Products purchased in the past
b. Brands aware of
c. Characteristics associated with specific products
d. Category shopping patterns
e. Price considered too expensive for a product
f. How a particular product is prepared and served
, g. None, all are likely to be this type of study
h. c and e
Answer: e
4. Which of the following are common roles for attitudinal questions in consumer understanding
studies?
a. To make a respondent feel comfortable participating
b. As inputs to key driver analysis
c. To identify potential leads for sales staff to call
d. To profile different segments of the population
e. To provide checks that respondents are reading the questions carefully
f. b and c
g. a and e
Answer: f
5. Explain three main roles of a market landscaping research project.
Answer:
To explain how consumers perceive the marketplace and its products and services.
To prescribe how to deliver against consumer motivations.
To identify where gaps exist that can be exploited through innovation or repositioning.
6. Identify and describe a potential technique that can be used to create a market landscape.
Answer:
Perceptual mapping – spatially represent consumers perceptions of similarities and
differences among brands and relative preferences. It uses correspondence analysis to
place brands in a two-dimensional space. Those close to each other are judged to be
more similar than different.
7. Which of the following is generally not a level in a brand health pyramid?
a. Bought once
b. Recommend to others
c. Regularly purchase
d. Aware
e. Most often brand
Potential Exam Questions and Answers
1. Which of the following is generally not addressed under the umbrella of consumer
understanding research?
a. Market mapping
b. Key driver analysis
c. Line optimization
d. Segmentation
e. None of the above, all are included
Answer: c
2. Explain the difference between defining a sampling unit as a consumer and defining a sampling
unit as a shopper.
Answer: The shopper is the person who makes the decision about what to buy and
makes the actual purchase. The consumer is the person who uses, eats or drinks the
product but may or may not make the purchase decision.
3. Which of the following is not likely to show up as an area of questioning in a consumer
understanding study?
a. Products purchased in the past
b. Brands aware of
c. Characteristics associated with specific products
d. Category shopping patterns
e. Price considered too expensive for a product
f. How a particular product is prepared and served
, g. None, all are likely to be this type of study
h. c and e
Answer: e
4. Which of the following are common roles for attitudinal questions in consumer understanding
studies?
a. To make a respondent feel comfortable participating
b. As inputs to key driver analysis
c. To identify potential leads for sales staff to call
d. To profile different segments of the population
e. To provide checks that respondents are reading the questions carefully
f. b and c
g. a and e
Answer: f
5. Explain three main roles of a market landscaping research project.
Answer:
To explain how consumers perceive the marketplace and its products and services.
To prescribe how to deliver against consumer motivations.
To identify where gaps exist that can be exploited through innovation or repositioning.
6. Identify and describe a potential technique that can be used to create a market landscape.
Answer:
Perceptual mapping – spatially represent consumers perceptions of similarities and
differences among brands and relative preferences. It uses correspondence analysis to
place brands in a two-dimensional space. Those close to each other are judged to be
more similar than different.
7. Which of the following is generally not a level in a brand health pyramid?
a. Bought once
b. Recommend to others
c. Regularly purchase
d. Aware
e. Most often brand
