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
A company wants to understand why its new product is underperforming without prior hypotheses. Which research approach should it start with?
Answer: Exploratory research using qualitative methods
Exploratory research is used when the problem is not well-defined; qualitative methods like interviews and focus groups help generate hypotheses.
What is 'customer churn rate' measuring?
Answer: The percentage of customers who stop doing business with a company over a given period
Churn rate quantifies the proportion of customers lost within a specific time period, a critical metric for subscription and retention-focused businesses.
Which data visualization type is most appropriate for showing the relationship between two continuous variables?
Answer: Scatter plot
Scatter plots display individual data points on two axes, making them ideal for visualizing correlations or relationships between two continuous variables.
In the context of marketing research ethics, 'informed consent' requires that:
Answer: Participants are told the purpose of the study and their right to withdraw
Informed consent means participants are fully briefed on the research purpose, how data will be used, and their voluntary right to discontinue participation.
What is the purpose of a 'control group' in a marketing experiment?
Answer: To provide a baseline comparison unaffected by the experimental treatment
The control group does not receive the experimental treatment, serving as a benchmark to measure the true effect of the intervention on the test group.
Which of the following is an example of 'behavioral data' used in marketing analytics?
Answer: Website clickstream data and purchase history
Behavioral data captures actual actions taken by customers—such as pages visited, items clicked, and purchases made—rather than stated attitudes or demographics.
When a marketing researcher reports 'margin of error ±3% at 95% confidence,' this means:
Answer: The true population value is likely within 3 percentage points of the survey result 95% of the time
A margin of error of ±3% at 95% confidence means that if the study were repeated many times, 95% of results would fall within 3 points of the reported finding.