Background Knowledge Probe: Results

1. Background Knowledge Probe: Results

2.

1. Which one of the following
scenarios represents a marketing
research study?
A A focus group is held for a local
soup manufacturer to decide
what flavors they should
develop.
B A survey is conducted in a theme
park to discover why attendance
has dropped.
C Doctors are interviewed about
whether a new facial plastic
surgery tool would work for
surgery.
D All the answers are correct.
E I don’t know
19
20
18
16
14
12
10
8
8
6
4
2
0
A
0
0
B
C
1
D
E

3.

2. Which of the following would be
considered secondary data
collection?
18
A Bringing in a focus group to get
its opinion on a new product.
12
16
16
14
9
10
8
B Examining information such as
competitor price offerings.
C Observing the outcomes of
customer-salesperson
interactions.
D Creating a survey to determine
customer satisfaction.
E I don’t know
6
4
2
2
1
0
0
A
B
C
D
E

4.

3. Which one of the following is
the best explanation of primary
data?
16
A Data that is collected
specifically for the research at
hand
B Data that has been collected by
a leading research institute and
is considered prime
10
C The opposite of secondary data
0
D Data that is the most important
information collected
E I don’t know
15
14
12
7
8
6
3
4
2
A
B
C
2
D
1
E

5.

4. Ad Hoc research could best be
defined as:
A Research that is commissioned
by a specific organization to
address questions specific to the
individual organization.
B Research that is targeted
exclusively toward the
manufacturing sector.
C Research that is conducted by a
market research firm and sold to
any business or organization that
finds data useful.
D Research about customer habits,
income levels, education level,
and household family size.
E I don’t know
16
14
14
12
10
8
8
6
4
3
1
2
2
0
A
B
C
D
E

6.

5. Which of the following is an
example of a closed-ended
question?
A
Why do you shop at the
sandwich shop?
B
How often do you shop in the
local store?
C
Is Jose's Tacos your favorite
place to eat?
D
Could you describe your
favorite sandwich?
E
How long have you shopped
in the local bakery?
F
I don’t know
30
24
25
20
15
10
5
0
0
1
A
B
C
1
1
1
D
E
F

7.

6. Reading through a transcript,
looking for patterns, and marking
it up is known as what?
A
Coding
B
Data collection
C
Segmentation
D
Data reduction
11
12
10
8
6
5
5
3
4
4
2
E
I don’t know
0
A
B
C
D
E

8.

7. Which of these methods is
used in qualitative research?
A
Focus group
B
Discussion
18
16
16
14
12
10
C
Conversation
8
D
None are correct
6
E
All are correct
4
F
I don’t know
7
4
1
2
0
A
B
0
0
C
D
E
F

9.

8. Which market research method
gives you the numbers so you can
backup your decision?
30
A
Quantitative
20
B
Qualitative
15
C
Random
10
D
None are correct
E
All are correct
F
I don’t know
26
25
5
2
0
A
B
0
0
0
0
C
D
E
F

10.

9. Which of the following is a part
of the Marketing Research
Association's code of conduct?
A Protect the privacy of the
respondent
B Identify themselves and their
organization
C
D
Notify the respondent if the
data collection process is
being recorded
All of the answers are correct
E
I don’t know
20
18
18
16
14
12
10
7
8
6
4
2
1
0
A
2
0
B
C
D
E

11.

10. Which of the following is the
BEST example of a good research
question?
A What time should we open and
close the store in order to
capture the most customers?
B Why do customers prefer to eat
at restaurant A nearly twice as
much as they eat at restaurant B?
C How many square feet do we
need in order to stock all of the
products we intend to sell?
D What is the average number of
dogs owned by a customer who
purchases dog food at a specialty
pet food store?
E I don’t know
13
14
12
10
8
8
6
4
4
2
1
2
0
A
B
C
D
E

12.

11. What is the best way to
prevent sampling error?
14
12
12
A Randomize question order
10
B
C
Conduct one-on-one
interviews
Randomize selection of
participants
D
Include more of the
population in your study
E
I don’t know
7
8
5
6
3
4
2
0
1

13.

12. Why are open-ended
questions considered useful?
A They translate directly into
statistical methods
B They are the most accurate
C They are the most scientific
D They elicit free responses from
participants
E I don’t know
20
18
18
16
14
12
10
8
6
6
4
2
2
2
0
0
A
B
C
D
E

14.

13. Which statistical software is
open source but a high learning
curve?
A SPSS Modeler
16
14
14
12
10
10
B SAS
8
C SPSS
6
D R
4
E I don’t know
2
0
4
0
0
A
B
C
D
E

15.

14. Which of the following
statements regarding exploratory
factor analysis (EFA) is NOT
correct?
A EFA does not require you to
predetermine the number of
factors or the relationship
between the factors and the
observed variables.
B EFA identifies the factor
structure.
C EFA can explain a maximum
variance amount.
D EFA involves a specific
hypothesis based on previous
research or theory.
E I don’t know
30
25
25
20
15
10
5
1
1
0
1
A
B
C
D
0
E

16.

15. A good market research
proposal will begin by establishing
the _____ of the proposed study.
A Purpose and scope
20
19
18
16
14
12
B Weighted scorecard and scope
10
C Scope and weighted scorecard
8
D Scope and Gantt Chart
6
E I don’t know
8
4
2
0
A
0
0
B
C
1
D
E

17.

Many thanks to Nikita Glazkov and Anna Sergeeva
who did this analysis!