Market Research Flashcards
Weaknesses of a survey technique can include:
a. Can be repeated to measure changes over time
b. Can tell you about a larger population
c. Can reveal differences between different groups
d. Can learn what people think but not why they think that way
d. Can learn what people think but not why they think that way
Primary Customer research can involve:
a. Questionnaires, interviews, and focus groups
b. Internet articles
c. Gov’t economica data
d. Previously published research data
a. Questionnaires, interviews, and focus groups
According to the results of a 1997 PDMA study that evaluated the use of market research tools in NPD, based upon 383 projects, which of the following was the most essential and used tool?
a. Survey research, sampling and statistics
b. Market testing
c. Customer site visits
d. Focus groups/panels
c. Customer site visits
An example of secondary market research includes:
a. Consumer reports
b. Focus groups
c. Customer visits
d. All of the above
a. Consumer reports
Qualitative market research is:
a. Generally conducted with a small number of respondents
b. Structured toward gaining an impression of customer beliefs, motivations and perceptions
c. Not representative of the market
d. All of the above
d. All of the above
Test market refers to:
a. A type of market testing associated with introducing a new product into a selected market in a controlled manner
b. A pseudo sales technique
c. A controlled sales event
d. A method used to test concepts during the concept evaluation stage
a. A type of market testing associated with introducing a new product into a selected market in a controlled manner
The goal of confirmatory market research is
a. Confirmation
b. Voice of customer data
c. Discovery
d. Exploration
a. Confirmation
On the average, successful NPD efforts:
a. Do more market research, do it better, and do it earlier
b. Conduct excellent VOC sessions
c. Are from companies that are focused on a “first to market” stratgey
d. Do more secondary market research and do it better
a. Do more market research, do it better, and do it earlier
Tips for a successful focus group include:
a. Have a clear objective of what you want to accomplish
b. Make sure you understand how the information is to be used
c. Always conduct several focus groups, not just one
d. All of the above
d. All of the above
Methods of market testing include:
a. Pseudo sales
b. Controlled sales
c. Simulated sales
d. All of the above
d. All of the above
Research done by you or for you versus research done by someone else for their purpose is the distinction between:
a. Primary vs. secondary
b. Qualitative vs. quantitative
c. Exploratory vs. confirmatory
d. All of the above
a. Primary vs. secondary
Which of the following questions are answered through product use testing?
a. Whether or not the product works
b. Whether the product solves whatever problems led to development of the product in the first place
c. Whether the product solves all the problems of the customer
d. All of the above
d. All of the above
Divergent thinking is:
a. Often used to move from a larger number of ideas to a smaller number of ideas
b. Performed in the concept evaluation stage
c. A bottom-up technique for discovering connections between pieces of data
d. Performed early in the idea generation stage
d. Performed early in the idea generation stage
A distinction between primary research and secondary research is that:
a. Primary research is always conducted with a small number of respondents
b. Primary research is quick and relatively inexpensive
c. Primary research is more difficult and relatively expensive
d. Primary research is always statistically rigorous and the results can be projected to a larger population
c. Primary research is more difficult and relatively expensive
Large sample market research studies are excellent in determining:
a. Unit volume needed at launch
b. Potential customer types
c. Understanding of customer’s beliefs, motivations and options
d. Selection of options and features
d. Selection of options and features
The most difficult part of market research is:
a. Analyzing the data
b. Finding the right customers to interview
c. Defining the problem
d. The cost
c. Defining the problem
Secondary market research is:
a. Often part of customer visits
b. Generally less expensive than primary research
c. Often used as part of the concept evaluation
d. All of the above
b. Generally less expensive than primary research
The type of research that identifies issues that can be measured in later research is:
a. Causative
b. Exploratory
c. Quantitative
d. Confirmative
b. Exploratory
The Delphi process is:
a. A technique that funnels a large number of ideas into a small number or a single idea
b. A technique that uses iterative rounds of consensus development with a panel of experts to arrive at a forecast of the most probable outcome for the future
c. A process in which memebers of a group first write out their ideas individually and then participate in a group discussion about each one.
d. A bottom-up technique for discovering connections between pieces of data
b. A technique that uses iterative rounds of consensus development with a panel of experts to arrive at a forecast of the most probable outcome for the future
Two major causes of new product failure are:
a. Too long to market and failure to identify customer needs
b. Lack of understanding of the customer’s needs and poor marketing execution
c. Poor market research and skipping stages
d. Poor market research and lack of project planning
b. Lack of understanding of the customer’s needs and poor marketing execution
McQuarie’s market research rule is:
a. Secondary market research first, primary market research second
b. Market research is everything in NPD
c. Use market research to confirm sr. management decisions
d. Primary market research 1st, secondary market research 2nd
a. Secondary market research first, primary market research second
Customer visits in NPD are:
a. An opportunity to guage the potential market size for a proposed new product
b. A method to improve the customer relations in order to sell a product later
c. A very specific event where the customer and the developer interact
d. An opportunity to visit a customer to get new product ideas and make a sale
c. A very specific event where the customer and the developer interact
Practival rules of using market research include:
a. Review your market research results with the past experience of your market
b. Use as a springbaord to other and newer ideas
c. Use the data, but do not put it on a pedestal
d. All of the above
d. All of the above
Which of the following would not be an appropriate method for formally measuring customer satisfaction?
a, Exit surveys
b. Telephone surveys
c. Customer visits
d. Mystery shopping
c. Customer visits
NIH, a common issue found in many organizations stands for:
a. National Institute of Health
b. No Innovations Here
c. Not Invented Here
d. New Idea Hunting
c. Not Invented Here
A major weakness in using focus groups to select new product options is:
a. Cost
b. Time required
c. Small, non-random sample
d. Flexibility in the ability to ask questions
c. Small, non-random sample
Customer visits, focus groups, Voice of the Customer, and the Nominal Group Process are examples of:
a. Causative research
b. Qualitative research
c. Quantitative research
d. Confirmatory research
b. Qualitative research
Qualitative market research usually:
a. Is associated with Voice of the Customer research
b. Has results which can be projected to the general population
c. Is conducted using a samll number of participants
d. Has data values in numeric form
c. Is conducted using a samll number of participants
Non-interactive customer visist include:
a. Antropological studies
b. Contextual inquiry
c. Ethnographic studies
d. All of the above
d. All of the above
A product use testing technique that provides a crucial “first look” at product design to see if it performs according to its specifications is:
a. Alpha test
b. Simulated market test
c. Beta test
d. Home use test
a. Alpha test
It is appropriate to use market research in which part(s) of the NPD process?
a. Project selection
b. Product development
c. Commercialization
d. All of the above
d. All of the above
When conducting a customer visit, which of the following would NOT be a best practice?
a. Including a salesperson in your visit team
b. Having a planned list of questions
c. Listening to the customer
d. All of the above
a. Including a salesperson in your visit team
Affinity charting is:
a. A bottom-up technique for discovering connections between pieces of data
b. A technique for interpreting market research data
c. A problem-based technique used to develop ideas to solve consumer problems
d. A technique used to funnel a high volume of ideas into a small group or single idea
a. A bottom-up technique for discovering connections between pieces of data
Limitations of surveys include:
a. Lack of statistical tools for ananlysis
b. Not objective
c. Not a good discovery tool
d. Lack of percision
c. Not a good discovery tool
Customers may be segmented by:
a. Age and sex
b. Ethnicity and income
c. Marital status and place of residence
d. All of the above
d. All of the above
Types of surveys can include:
a. Anthropological and ethnographic
b. Primary and secondary
c. Formal and informal
d. Concurrent and sequential
c. Formal and informal
A research effort that assists in determining if potential customers really need the product proposed:
a. Market testing
b. Test marketing
c. Concept testing
d. Product use testing
c. Concept testing
When scheduling customer visits you shoud:
a. Have a plan, a list of questions and follow-up questions
b. Know roles of visitors-moderator, questioner, observer, recorder and listener
c. Avoid any type of sales pitch
d. All of the above
d. All of the above
A primary distinction between Alpha testing and Beta testing is:
a. Alpha testing is conducted internally in a lab environment while Beta testing is conducted in an actual customer use environment
b. Alpha testing is conducted during the concept generation stage while Beta testing is conducted during the launch stage
c. Alpha testing is useful for determining customer value while Beta testing is useful for determining whether a product performs as specified
d. Alpha testing uses a fully developed ready for launch product while Beta testing is conducted on an early development prototype
a. Alpha testing is conducted internally in a lab environment while Beta testing is conducted in an actual customer use environment
Primary market research involves:
a. Collecting data from various sources such as the internet, tradeshows, and publications
b. Collecting data for use in determining which markets should be trageted
c. Information that will tell you how much customers spend in specified broad categories
d. Information collection techniques such as questionnaires, interviews, and focus groups
d. Information collection techniques such as questionnaires, interviews, and focus groups
Concept testing should be accomplished on a new concept primarily for which of the following reasons?
a. To screen and eliminate poor concepts and help develop the good concepts
b. To determine whether the new product meets that customer needs and whether the new product is cost effective for them
c. To determine whether the product works as expected
d. To test the combined package of product and its marketing plan to determine the level of success
a. To screen and eliminate poor concepts and help develop the good concepts
Which of the following statements is NOT true about information gathered from secondary sources?
a. Newer information is always better than older information
b. The information may be of unknown quality
c. You may not know how the information was gathered
d. All of the above
a. Newer information is always better than older information
Types of market research typically conducted during the Concept Generation stage includes:
a. Internal sources and concept testing
b. Social media and focus groups
c. Focus groups and concept testing
d. Customer visits and Voice of Customer
d. Customer visits and Voice of Customer
Nominal group process is:
a. A process in which memebers of a group first write their ideas out individually and then participate in group discussion about each idea
b. A problem-based technique used to develop ideas solve customer problems
c. A bottom-up-technique for discovering connections between pieces of data
d. A technique that uses iterative rounds of consensus development among a group of experts to arrive at a forecast of some future state
a. A process in which memebers of a group first write their ideas out individually and then participate in group discussion about each idea
Problems with customer visits can include:
a. Customer unable to express their problems
b. Being too flexible with questions
c. Interviewer bias
d. All of the above
d. All of the above
Voice of Customer (VOC) is:
a. A technique for elciting needs from customers using structured in-depth interviews
b. A document used by engineers to develop new product specifications
c. A potential customer’s opinion of a new product concept
d. A technique used to test if a product meets the customer needs during development
a. A technique for elciting needs from customers using structured in-depth interviews
Types of market research typcially conducted during the Concept Evaluation stage includes:
a. Customer visits and product use testing
b. Customer visits and surveys
c. Market opportunity analysis (MOA) and focus groups
d. Surveys and concept testing
d. Surveys and concept testing
A quantitative market research tool used to understand what customers think about current or future products in relation to other products is:
a. Perceptual mapping
b. Voice of Customer
c. Market testing
d. Focus group
a. Perceptual mapping
Pseudo sales methods include:
a. Test markets
b. Controlled sale and full salet echniques
c. Speculative sales and simulated test markets
d. All of the above
c. Speculative sales and simulated test markets
The type of market research research conducted to measure customer perception of a product and its ability to perform as promised is:
a. Concept testing
b. Market tests
c. Product use testing
d. Market opportunity analysis
c. Product use testing
Market testing can be used to:
a. Minimize the risk of product failure
b. Determine which market to play in
c. Test the product’s marketing plan
d. Evaluate a product concept
c. Test the product’s marketing plan
Test market refers to a type of:
a. Market segmentation
b. Speculative sale
c. Market testing
d. Pseudo sale testing
c. Market testing
Overall size of market, segment growth rates, market profitability, and threats of change are examples of things one might examine when doing a:
a. Focus group
b. PIC
c. Market Opportunity Analysis (MOA)
d. Ethnographic study
c. Market Opportunity Analysis (MOA)
Sampling refers to:
a. A focus group with 6-10 participants
b. A technique that uses a small number of participants to represent a larger population
c. Product use testing techniques
d. Estimates based on behavioral observations
b. A technique that uses a small number of participants to represent a larger population
Convergent thinking is:
a. A technique used to generate a large number of ideas from a single problem or idea
b. A technique used to funnel a high volume of ideas into a single or small group ideas
c. A bottom-up technique for discovering connections between pieces of data
d. A technique for interpreting market research datat
b. A technique used to funnel a high volume of ideas into a single or small group ideas
Type of market research typically conducted during the Launch stage includes:
a. Customer satisfaction and field tests
b. Market testing and concept testing
c. Product use testing and surveys
d. Market testing and test markets
d. Market testing and test markets
Quantitative market research is characterized by:
a. Being useful for exploring new ideas and customer needs
b. Having large, non-random samples or participants
c. Having statistically valid and reliable results which can be used to project to the larger population
d. Being a part of secondary market research efforts
c. Having statistically valid and reliable results which can be used to project to the larger population
Customer visits are excellent for generating:
a. Population information
b. Ideas and sales
c. Options and ideas
d. Sales and options
c. Options and ideas
Methods of market testing include:
a. Pseudo sales
b. Simulated test markets
c. Speculative sales
d. All of the above
d. All of the above
Confirmatory market research should be used to :
a. Explore customer wants and needs
b. Identify which customers to visit
c. Support the decision-making process
d. Get ideas for new product concepts
c. Support the decision-making process
Types of research typically conducted during the Opportunity Identification stage:
a. Secondary research research and customer visits
b. Focus groups and concept testing
c. Customer visits and surveys
d. Ideation and Focus groups
a. Secondary research research and customer visits
The goal of exploratory market research is:
a. Discovery
b. Controlled
c. Projection to the total population
d. Confirmatory
a. Discovery
Disadvantages of focus groups include:
a. Can get direct feedback from customers
b. Power of a group to provide fresh insights
c. Group dynamics can supress participation
d. Behavior of participants can be observed
c. Group dynamics can supress participation
New product features describe:
a. Specifications
b. A product’s attributes
c. What a customer wants in a new product
d. A product’s value proposition
b. A product’s attributes
Which of the following statements is the best regarding the use of market testing during new product launch?
a. Market testing is not necessary when product use testing was successful, capital investment is low, and the organization understands the business
b. Pseudo sale market testing is a valuable toll becasue it provides complete and very accurate information on whether a customer will purchase a new product
c. Test marketing the product is the most powerful and successful approach to market testing
d. Market testing must always be used to test the combined package of the product and the marketing plan to determine the level of success
a. Market testing is not necessary when product use testing was successful, capital investment is low, and the organization understands the business
