Identify Q type and problem:How much do you agree with the statement: 'It is not uncommon to disapprove of infrequent communication from customer service'? totally agree /agree/ neither agree nor disagree/ disagree /totally disagree
scale question, includes a double negative, making it confusing for respondents.
Rewrite using hedging language: Implementing this policy will reduce employee turnover.
Implementing this policy is likely to/might/may/could possibly reduce employee turnover.
What is included in the "Conclusions & Recommendations" section of a market research report?
It summarises what the findings mean and offers evidence-based suggestions or actions.
Identify Q type and problem:Do you think people should support animal rights and buy only cruelty-free products? a. yes b .no
closed question, social desirability bias because respondents may feel pressured to answer in a socially acceptable way.
What is included in the "Title Page" section of a market research report?
It includes the report title, organisation or client name, date, and authorship details.
What's the difference between quantitative and qualitative data?
Quantitative is numerical (e.g., sales figures,), qualitative is descriptive and explores opinions, behaviours (e.g., interviews).
Identify Q type and problem: Do you drink a lot of alcohol? a. yes b. no (if yes, got to question 5; if no, go to question 2)
filter question; inappropriate and leading; insufficient options; what is "a lot"?
What's the difference between primary and secondary research?
Primary collects new data (e.g., surveys), secondary uses existing data (e.g., reports).
What is included in the "Executive Summary" section of a market research report?
Provides a brief, high-level overview of the research purpose, key findings, and main recommendations; written so a busy reader can grasp the essentials quickly
Rewrite using hedging language: The data shows that this advertising campaign is ineffective.
The data appears to indicate that this advertising campaign may be ineffective.
Is it primary, secondary, or mixed method research - A business uses focus groups to test a new product idea.
Primary research
Identify Q type and problem:Do you agree that people who don’t recycle are irresponsible?
scale question, social desirability bias because respondents may answer to appear environmentally conscious.
Rewrite using hedging language: Our competitors will fail to keep up with these innovations.
Our competitors might face challenges keeping up with these innovations.
Is it primary, secondary, or mixed method research - A company conducts in-store customer interviews to understand buying habits.
Primary research
Define using examples: to be geared towards
to be designed or intended for a particular audience or purpose, e.g., "This app is geared towards busy parents."
Replace the percentage with a verbal approximation - "12% of participants chose option B."
A small minority of participants chose option B.
Identify Q type and problem:How much money do you spend on unnecessary luxury items each month?
open-ended question, leading and biased because it assumes luxury items are unnecessary and may influence responses.
Define using examples: overseas market
a market in foreign countries, e.g., "The brand is expanding into the overseas market in Asia."
Rewrite using hedging language: All customers prefer online shopping over physical stores.
Many customers seem to prefer online shopping over physical stores.
Define using examples: search engine optimisation (SEO)
the process of improving a website's visibility on search engines to attract more visitors, e.g., "The company invested in SEO to increase web traffic."
Define using examples: to go downmarket
to shift towards selling cheaper, lower-quality products, e.g., "The brand went downmarket to appeal to a broader audience."
Rewrite using hedging language: The survey results prove that customers are unhappy with the service.
The survey results suggest that customers may be unhappy with the service.
What is included in the "Table of Contents" section of a market research report?
It lists all major sections and sub-sections with page numbers for easy navigation.
Identify Q type and problem:On a scale of 1-10 how satisfied are you with our fast and reliable service?
scale question, double-barrelled because it asks about both speed and reliability, which may not both apply.
Identify Q type and problem: Which of these streaming services do you use? Options: Netflix; HBO; Atresplayer
multi-choice question, insufficient options because it excludes other popular services like Amazon Prime or Disney+.
Define using examples: to be positioned as
to be presented or perceived in a specific way in the market, e.g., "The brand is positioned as a luxury option."
Define using examples: to be targeted at
to be directed towards a specific audience, e.g., "The ad campaign is targeted at teenagers."
What is included in the "Methodology" section of a market research report?
It describes how the research was conducted, including sample details, data collection methods, and limitations.
What are the pros of primary research?
It provides accurate, specific, and up-to-date data, e.g., tailored surveys for a product launch.
What are the pros of secondary research?
It is quick and cost-effective, e.g., analyzing industry reports.
Replace the percentage with a verbal approximation - "74% of users reported an improvement."
Nearly three-quarters of users reported an improvement.
Define using examples: to market to
to promote and sell products or services to a specific group of people, e.g., "The company markets its products to young professionals."
Define using examples: product placement
the inclusion of a branded product in movies or TV shows as a form of advertising, e.g., "The soda brand had prominent product placement in the film."
Define using examples: to stand out
to be noticeable or distinct from others, e.g., "The unique packaging makes the product stand out on the shelves."
Identify Q type and problem:Don’t you think our product is the best on the market? a. yes b. no
closed question, leading question because it assumes the product is the best and pressures respondents to agree.
Identify Q type and problem:What do you think about the state-of-the-art CRM implementation strategy we used?
open-ended question, too much jargon because not all respondents may understand the terms.
Define using examples: brand loyalty
the tendency of consumers to continue buying the same brand over time, e.g., "Brand loyalty keeps customers returning despite higher prices."
Define using examples: to break into
to enter a new market or industry, often with difficulty, e.g., "The startup is trying to break into the tech industry."
Define using examples: to bring out
to release a new product or service, e.g., "The company brought out a new smartphone model this year."
Define using examples: to roll out
to introduce a product or service gradually across different areas, e.g., "The bank rolled out its new mobile app nationwide."
Is it primary, secondary, or mixed method research - A student analyzes government reports on population growth for a project.
Secondary research
Is it primary, secondary, or mixed method research - A researcher collects survey responses and analyzes existing journal articles on the topic.
Mixed method research
Define using examples: to take off
to become popular or successful quickly, e.g., "The new social media platform took off among young users."
What are the cons of primary research?
It is time-consuming and expensive, e.g., organizing focus groups.
Name the different sections of a Market Research Report in order
1 Title page 2 Table of contents 3Executive summary 4Background & objectives 5Methodology 6Results/findings 7Conclusions & recommendations 8Appendix(ces)
Is it primary, secondary, or mixed method research - A startup surveys its users and reviews competitor reports to improve its app.
Mixed method research
Rewrite using hedging language: This marketing strategy is the best way to increase sales.
This marketing strategy may be an effective way to increase sales.
Rewrite using hedging language: This treatment cures back pain in all patients.
This treatment appears to alleviate back pain in many patients.
Replace the percentage with a verbal approximation - "23% of customers expressed dissatisfaction."
Just under a quarter of customers expressed dissatisfaction.
Define using examples: niche market
a small, specialized segment of the market, e.g., "The company focuses on a niche market of eco-friendly baby products."
Define using examples: brand manager
a person responsible for the marketing and development of a specific brand, e.g., "The brand manager oversees all campaigns for the product line."
What is included in the "Results/Findings" section of a market research report?
It presents the analysed data and key insights, often supported by charts or tables.
Define using examples: to go upmarket
to shift towards selling more expensive, higher-quality products, e.g., "The retailer decided to go upmarket to attract affluent customers."
Identify Q type and problem: What religion do you practice?
closed question, inappropriate because it may feel intrusive without being relevant to the survey topic.
What is included in the "Appendices" section of a market research report?
It contains supporting materials such as questionnaires, raw data samples, or detailed tables.
Define using examples: brand ambassador
a person, often a celebrity, who promotes a brand by representing it publicly, e.g., "The athlete became a brand ambassador for the sportswear company."
Is it primary, secondary, or mixed method research - A marketing team studies previous market analysis reports to create an ad campaign.
Secondary research
Define using examples: fragmented market
a market with many small competitors and no dominant player, e.g., "The home decor industry is a highly fragmented market."
What are the cons of secondary research?
It may be outdated or irrelevant, e.g., old consumer behavior studies.
Replace the percentage with a verbal approximation - "51% of employees supported the policy change."
Just over half of employees supported the policy change.
Define using examples: domestic market
the market within a company's own country, e.g., "Sales in the domestic market have grown steadily this year."
Identify Q type and problem:How would you rate our service? (Options: Excellent, Good, Fair)
scale question, insufficient options because it lacks negative choices like "Poor" or "Very Poor."
What is included in the "Background & Objectives" section of a market research report?
It explains the context for the research and states the specific objectives or questions being investigated.
Identify Q type and problem: Did you attend the training session, and do you feel it improved your skills? a. yes b. no
closed question, double-barreled because it asks about attendance and skill improvement simultaneously.
Replace the percentage with a verbal approximation - "82% of respondents preferred the new design."
The vast majority of respondents preferred the new design.
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