Session 1
What is a market?
A place where supply and demand meet for the exchange of goods and services
What is the minimum recommended duration for a focus group session?
2 hours minimum
This stakeholder wants questionnaires that are easy to understand, effortless to complete, and enjoyable.
A. Interviewers
B. Clients
C. Respondents
D. Data Processors
C. Respondents
Which sampling method involves organizing the population into groups and then randomly selecting entire groups to form the sample?
a) Simple Random Sampling
b) Systematic Sampling
c) Cluster Sampling
d) Quota Sampling
c) Cluster Sampling
Define ethnography
The study of human behavior within a culture
What sector invests most in market studies?
A. Consumer good producers
B. Media and broadcasting
C. Pharma
D. Financial services
B. Media and broadcasting
Name the four main steps of the interview process
Prepare interview guide
Choose target
Record and time interviews
4. In-extension transcription
This is a common respondent problem that occurs when someone cannot accurately remember past behaviors or time periods.
A. Order effects
B. Inaccuracy of memory
C. Researcher bias
D. Equipment limitations
B. Inaccuracy of memory
When should non-probability sampling be used?
a) To avoid sampling bias and get accurate samples
b) When the population is diverse and defining it is simple
c) When sampling bias is not a concern and the population shares similar traits
d) To ensure all subjects have equal chances of selection
c) When sampling bias is not a concern and the population shares similar traits
What is the crucial first requirement that must be addressed before commencing a brainstorming session?
The first requirement is to solve the right problem, which involves defining the problem and reframing the question
What is the purpose of market studies?
Reduce risk and prevent failures
When designing an interview protocol, what are the four sequential categories of questions that follow the introduction?
Opening questions, general questions, deepening and conclusion
This questionnaire issue occurs when the meaning of a question is unclear, leading to incorrect or inconsistent answers.
A. Ambiguity
B. Covert observation
C. Transcribing
D. Participatory research
A. Ambiguity
What determines sample size in sampling?
Margin of error, population size, confidence level
Conversation analysis is described as the study of "real talk." What specific elements of human communication does this analysis include?
Conversation analysis includes the study of how people are, their gestures, gaze, tone, and intonation. It involves the analysis of thousands of recorded real conversations to understand how real communication in humans works
What’s the difference between primary and secondary data?
Primary: data created and collected by researcher
Secondary: data already exists, gathered and organized by others
Differentiate between Social desirability bias and Sponsor bias among participants, and state the recommended strategy for mitigating Sponsor bias.
Social desirability bias is when the participant responds inaccurately because they want to be liked and accepted. Sponsor bias is when the participant’s feelings and opinions towards the sponsor affect their answers. To mitigate Sponsor bias, the researcher should Share no details about the sponsor
This interviewer-related issue can distort data when the interviewer unintentionally changes the meaning of a question while asking it.
A. Order effects
B. Inaccurate questioning
C. Sampling error
D. Respondent fatigue
B. Inaccurate questioning
In probability sampling, all subjects have...?
a) Subjective selection
b) Equal chances of selection
c) No chances
d) Biased traits
b) Equal chances of selection
Explain the function of the "Define the problem" step in Design Thinking, detailing how information gathered in the previous step informs it, and what specific elements should be highlighted during the definition process.
The "Define the problem" step follows the "Empathize" step, which seeks to know what people really care about. Once you empathize, the "Define the problem" step is where you identify the actual needs. During this definition process, you should underline verbs/activities that people mentioned.
What are the 3 main types of research design?
Exploratory - Define research priorities, discover/gain familiarity with issues, does not lead to conclusion
Descriptive - who when, why how to identify problems/market opportunities or understand phenomenon
Causal - cause and effects, view relationship between variables
Explain why an interviewer should use projective methods
Projective methods are used since many participants have trouble discussing abstract concepts and respond better to questions related to their personal experience. These methods facilitate creative involvement. Two types are INCARNATION (e.g., If Nutella were an animal...) and WORD ASSOCIATION (e.g., What words come to mind when I tell you « Nutella »?)
In the research process, this step helps ensure that the questionnaire works as intended before full deployment.
A. Sampling
B. Data processing
C. Pretest
D. Observation
C. Pretest
Briefly explain systematic sampling in probability methods.
Assigns numbers to population members, selects first via SRS, then applies a fixed step to choose subsequent samples.
Identify and explain two different types of brainstorming technique
Nominal Group Technique: This method requires explaining the ground rules, then asking everyone to write their ideas anonymously and put them in a bucket. Ideas are then randomly picked out to discuss, followed by a vote, and finally, ideas are refined in groups.
Group Passing Technique: In this method, everyone sits in a circle, and the process focuses on building one idea. Participants add to the first idea (writing on a paper), and then they vote
Guided Group Brainstorming: In this method, one person guides the group, and everyone contributes as many ideas as they can. The group then takes a vote at the end
Brainstorm by yourself: This is listed as an identified technique, but the sources do not provide further explanation of its process