It has long been held – erroneously – that folks in the market research industry are dull. Maybe our conferences aren’t as lively as those in advertising or the public relations world, but we have been known to hoist multiple cold beverages during a 3-day conference. The blog that follows will, in fact, improve your historical and empirical knowledge of the MR World, so take a minute and see how you score among your most knowledgeable (dull) colleagues. Here goes:
1. By Webster’s, a blog is either a
a. Posting of an individual’s online note to inform or embarrass another person, or
b. The result of a late night party where bloodhounds, frogs and hogs became intimate.
2. Many researchers consider Cincinnati the birthplace of marketing research because
a. Procter and Gamble has relied on research techniques for many, many years, or
b. As the first professional baseball team, the Redstockings (REDS) would survey fans to determine their favorite brands of wurst, mustard and beer.
3. The term “random digit dialing” has been used in research to describe
a. A way of selecting telephone numbers to obtain a good representative sample of area households, or
b. A new wave medical procedure developed on the west coast to replace traditional PSA testing.
4. DAR came to be associated with
a. the standard method of measuring recall of television commercials in the ‘70s, or
b. represented an avid group of women in the 1700s that supported the American patriots
5. Retailers have long used the research technique known as “shop- alongs” in which
a. A trained researcher accompanies a consumer to retail outlets to observe the perceptions and behaviors of shoppers under near-normal in-store conditions, or
b. The term is often used by daughters-in-law who begrudgingly yet patiently assist their husband’s mother to the grocery store.
6. Dial-testing is a research technique in which
a. Respondents view a stimulus such as a political speech or an ad concept and note their opinions using a device that dials up their reactions
b. Is a trade secret research technique used by a global hand soap manufacturer to determine the acceptance ratings of a new hand cleansing product.
7. The memorable quote, “One small step for man, one giant leap for mankind” was the
a. Instantaneous, top-of-mind remark made famous by Neil Armstrong on the moon, or
b. Result of extensive message testing conducted among consumers by NASA.
8. Eye-tracking research has become widely accepted as a useful technique in which
a. Respondents have their visual patterns detected in website-testing or retail settings to determine how they view stimuli and react to them, or
b. Entertainment and fashion experts conduct in-depth measurements about reactions to the costumes worn by Miley Cyrus and Kim Kardashian.
9. In the Bible, during the Wedding Feast at Cana, Jesus performed his first miracle by
a. Turning jugs of well-water into wine that was then served to thirsty celebrants, or
b. Conducting a sequential monadic taste test among party-goers to choose the best wine.
10. The famous war cry that originated in the late 1700s “One if by land and two if by sea” was secretly
a. A code phrase used to identify the method by which the British would attack, or
b. The aided responses to a primitive questionnaire used by a Babylonian travel agency
Well, how does your research knowledge stack-up? Maybe it’s time for a new research seminar.