1.    Which of the following is generally not addressed under the umbrella of consumer understanding research? 

a.    Market mapping
b.    Key driver analysis
c.    Line optimization
d.    Segmentation
e.    None of the above, all are included

2.    Explain the difference between defining a sampling unit as a consumer and defining a sampling unit as a shopper.  

3.    Which of the following is not likely to show up as an area of questioning in a consumer understanding study? 

a.    Products purchased in the past
b.    Brands aware of
c.    Characteristics associated with specific products
d.    Category shopping patterns
e.    Price considered too expensive for a product
f.    How a particular product is prepared and served
g.    None, all are likely to be this type of study
h.    c and e

4.    Which of the following are common roles for attitudinal questions in consumer understanding studies? 

a.    To make a respondent feel comfortable participating
b.    As inputs to key driver analysis
c.    To identify potential leads for sales staff to call
d.    To profile different segments of the population
e.    To provide checks that respondents are reading the questions carefully
f.    b and c
g.    a and e

5.    Explain three main roles of a market landscaping research project.    

6.    Identify and describe a potential technique that can be used to create a market landscape. 

7.    Which of the following is generally not a level in a brand health pyramid? 

a.    Bought once
b.    Recommend to others
c.    Regularly purchase
d.    Aware
e.    Most often brand
f.    None, all can be levels
g.    b and e

 8.    Which of the following is generally not included under the umbrella of Innovation Research? 

a.    Insight screening
b.    Line optimization
c.    Concept testing
d.    Product testing
e.    Pricing optimization
f.    None, all are included
g.    b and e