Marketing Research & Analytics Flashcards
7 cards from real AMA practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Marketing Research & Analytics flashcards as text
Which analytics approach analyzes groups of customers who share a common characteristic within a defined time period?
Answer: Cohort analysis
Cohort analysis groups customers by a shared experience (e.g., acquisition month) to track behavioral patterns and retention over time.
In marketing analytics, what does 'attribution modeling' determine?
Answer: Which touchpoints in the customer journey receive credit for a conversion
Attribution modeling assigns credit to different marketing touchpoints along the customer journey to understand their relative contribution to conversions.
A brand surveys customers and finds an NPS of +45. What does this indicate?
Answer: The brand has moderately strong customer loyalty with more promoters than detractors
An NPS of +45 means promoters significantly outnumber detractors, indicating healthy customer loyalty and advocacy.
What is the main advantage of using secondary data over primary data in marketing research?
Answer: It is less expensive and faster to obtain
Secondary data (previously collected data) saves time and cost compared to primary research, though it may not perfectly fit the current research objective.
Conjoint analysis is primarily used in marketing research to:
Answer: Determine how consumers trade off among product attributes when making purchase decisions
Conjoint analysis reveals the relative importance consumers place on different product attributes by having them evaluate combinations of features.
In digital analytics, what does the 'bounce rate' measure?
Answer: The percentage of sessions where users left after viewing only one page
Bounce rate represents the percentage of website sessions in which visitors leave after viewing only one page without further interaction.
Which of the following best describes 'predictive analytics' in a marketing context?
Answer: Using historical data and statistical models to forecast future customer behaviors
Predictive analytics applies statistical algorithms and machine learning to historical data to forecast future events like churn, purchases, or responses.