MARKET RESEARCH STUDY QUESTIONNAIRE

1. WHAT TYPE OF STUDY DO YOU NEED TO PURCHASE TO HAVE AN

ESTIMATE OF THE NUMBER OF PEOPLE WHO KNOW A GIVEN
BRAND?
a. Consumer panel
b. Consumer survey
c. Competitive intelligence study

2. WHAT IS BRAND AWARENESS ?

a. The percentage of potential consumers who can recall a given brand name
b. The percentage of potential consumers who intend to buy a given brand
within a year
c. The percentage of consumers who have already used a given brand at least
once in the past year

3. WHAT DOES DISTRIBUTION COVERAGE REFER TO?

a. The market share of a brand in a given distribution channel
b. The number of salespersons allocated to managing the relationship with a
given distribution channel
c. The number of stores carrying a given brand

4. WHAT TYPE OF STUDY DO YOU NEED TO PURCHASE TO HAVE AN

ESTIMATE OF THE MARKET SHARE OF A GIVEN BRAND IN A
SPECIFIC DISTRIBUTION CHANNEL?
a. Distribution panel
b. Consumer panel
c. Competitive intelligence study

5. BRAND PURCHASE INTENTIONS PROVIDE INFORMATION ON :

a. The percentage of potential consumers in each segment who prefer to
shop in a given distribution channel
b. The number of brands in a specific product category that a segment of
consumers is likely to purchase each year
c. The percentage of potential consumers in each segment who intend to buy
a given brand

Copyright StratX

2010-11-05

6. WHAT ARE SEMANTIC SCALES?

a. Market research studies aimed at assessing consumers needs and
estimating how brands are perceived
b. Market research studies used during the advertising concept testing phase
to assess how consumers rate different sets of advertising messages on a
scale from 1 to 7
c. Market studies used by advertisers to understand how language conveys
meaning

7. HOW CAN YOU ASSESS THE RELATIONSHIP BETWEEN A TANGIBLE

PRODUCT CHARACTERISTIC AND ITS PERCEPTION BY POTENTIAL
CONSUMERS?
a. By conducting an advertising experiment
b. By using conjoint analysis
c. By using multidimensional scaling studies

8. WHICH OF THE FOLLOWING KPIS WILL YOU LEARN ABOUT BY

CONDUCTING AN ADVERTISING EXPERIMENT?
a. Awareness, purchase intentions and contribution after marketing
b. Awareness, market share and contribution after marketing
c. Awareness, purchase intentions and market share

9. WHAT IS A SALESFORCE EXPERIMENT?

a. A one-day seminar during which salespeople experiment different types of
sales techniques to assess which is the most effective one for each
consumer segment
b. A study that evaluates expected brand results with an increased salesforce,
all other variables remaining constant
c. A yearly evaluation test conducted to assess salespeoples negotiation
skills

10. HOW CAN YOU HAVE A GLOBAL OVERVIEW OF THE COMPETITIVE

PERFORMANCE OF YOUR FIRM VS. ITS KEY COMPETITORS?
a. By purchasing an industry benchmarking study
b. By purchasing competitive intelligence studies
c. By analyzing the company scorecard

Copyright StratX

2010-11-05

11. WHICH OF THE FOLLOWING PIECE OF RESEARCH IS A

QUALITATIVE ONE?
a.
b.
c.
d.
e.

Conjoint analysis
Multidimensional scaling
Focus group
None of the above
All of the above

12. PLEASE CHOOSE THE CORRECT STATEMENT IN THE OPTIONS

BELOW. IN A CONJOINT ANALYSIS:
a. Utilities of various levels are provided for each of the five physical
characteristics of a product and for each segment
b. A higher level of utility demonstrates a higher level of customer
satisfaction
c. The utility graph allows to compare the perception of the different brands
on the market by each consumer segment

13. PRIMARY DATA ARE:

a. Data freshly gathered for a specific purpose or for a specific research
project
b. Already existing data that were collected for another purpose
c. Data coming from internal sources such as a company P&L statements,
balance sheets or invoices for example

14. WHAT ARE THE TWO KEY FACTORS AFFECTING PURCHASE

INTENTIONS?
a. Distribution coverage and advertising
b. Brand awareness and brand positioning
c. Brand positioning and distribution coverage

Copyright StratX

2010-11-05