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Question 1

Which is the odd one out?

a) MOSAIC

b) ACORN

c) EXCEL

d) Geodemographics

Question 2

What is generally seen to be the opposite of quantitative?

a) Self-administered

b) Qualitative

c) Ad hoc research

d) Personal

Question 3

Which ONE of these types of data is favoured in market research?

a) Nominal data

b) Ordinal data

c) Ordinary data

d) Ratio data

Question 4

What does the following statement describe? 'Surveys take place at regular intervals and, for a small monetary outlay, clients can ask their own questions on a survey run by research agencies. Each client receives its own unique set of findings.'

a) Omnibus

b) Hall tests

c) Panels

d) Mall intercepts

Question 5

The retail panel generally involves:

a) members of the general public.

b) celebrities.

c) shopkeepers.

d) blue-collar workers.

Question 6

Which ONE of these techniques is NOT normally used to detect long-term trends?

a) Omnibus

b) Hall tests

c) Consumer panels

d) Retail panels

Question 7

A typical omnibus study will probably have a sample size of:

a) 10-20.

b) 100-200.

c) 1,000-2,000.

d) 10,000-20,000.

Question 8

Which ONE of these methods will suffer most from 'respondent fatigue'?

a) Store tests

b) Hall tests

c) Panels

d) Mall intercepts

Question 9

Which ONE of the following is criticised for testing products in an artificial environment?

a) In-home tests

b) Hall tests

c) Panels

d) Cinema tests

Question 10

'It is a collection of subject areas, based on the needs of a given department. It is created in a decentralised way. It may be independent or dependent.' Which ONE of the following does this describe?

a) Database

b) Data mart

c) Data warehouse

d) Wal-Mart

Oxford University Press, Online Resource Centre, Chapter 08.

Chapter 08

Instructions

Question 1

Question 2

Question 3

Question 4

Question 5

Question 6

Question 7

Question 8

Question 9

Question 10