1. Ray Poynter Market Research in English
Course
July 2014
Quiz 06
Question 1
In cross-tabs we normally use which type of percentages
1) Column percentages
2) Row percentages
3) Percentages based on the total number of responses
Question 2
When starting your analysis, should you look at the totals first, or the segments/columns first?
1) Totals first
2) Segments/sub-groups first
Question 3
A perceptual map normally shows what sort of picture?
1) 1D (one-dimensional)
2) 2D (two-dimensional)
3) 3D (three-dimensional)
4) Multi-dimensional
Question 4
Is segmentation the same as cluster analysis?
1) Yes
2) No, cluster analysis is just one approach to segmentation
3) No, cluster analysis is nothing to do with segmentation
Question 5
Which ONE of the following MOST needs an expert to be involved?
1) Cross-tabs
2) Factor analysis
3) MaxDiff
4) DCM
Question 6
If A is correlated with B does it mean one of them causes the other?
1) Yes
2) No
2. Question 7
Do any of the pricing research techniques work really well?
1) Yes
2) No
Question 8
If you have a product and want to estimate future sales at three specific prices, which is the best test
to run?
1) Priced Concept Test
2) Van Westendorp (PSM)
3) BPTO – Brand Price Trade Off
4) Conjoint Analysis
Question 9
If you want to test a range of prices AND a range of attributes (such as pack type and size) which is
the best test to run?
1) Priced Concept Test
2) Van Westendorp (PSM)
3) BPTO – Brand Price Trade Off
4) Conjoint Analysis
Question 10
If you have a brand new concept and you want to estimate what people might be willing to pay for
it, which is the best test to run?
1. Priced Concept Test
2. Van Westendorp (PSM)
3. BPTO – Brand Price Trade Off
4. Conjoint Analysis
