AMA Marketing Research & Analytics 2 — Questions and Answers
Question 1: A researcher uses a Likert scale in a survey. What type of data does this produce?
- Nominal
- Ordinal (Correct answer)
- Ratio
- Interval
Correct answer: Ordinal
Likert scales produce ordinal data because responses are ranked but the distances between points are not mathematically equal.
Question 2: Which sampling method divides a population into subgroups and then randomly samples from each subgroup proportionally?
- Systematic sampling
- Cluster sampling
- Stratified random sampling (Correct answer)
- Convenience sampling
Correct answer: Stratified random sampling
Stratified random sampling divides the population into strata and draws proportional random samples from each, improving representativeness.
Question 3: What does a high Cronbach's alpha (e.g., 0.90) indicate in a marketing survey scale?
- High validity
- High reliability (Correct answer)
- High response rate
- High construct bias
Correct answer: High reliability
Cronbach's alpha measures internal consistency reliability; values above 0.70 indicate the scale items consistently measure the same construct.
Question 4: A company tracks how many unique visitors convert to paying customers each month. This is an example of what metric?
- Bounce rate
- Customer acquisition cost
- Conversion rate (Correct answer)
- Net Promoter Score
Correct answer: Conversion rate
Conversion rate measures the percentage of visitors or prospects who complete a desired action, such as making a purchase.
Question 5: In regression analysis, what does the R-squared value represent?
- The slope of the regression line
- The proportion of variance in the dependent variable explained by the model (Correct answer)
- The correlation between two independent variables
- The statistical significance of each predictor
Correct answer: The proportion of variance in the dependent variable explained by the model
R-squared (coefficient of determination) indicates what percentage of variation in the outcome variable is explained by the independent variables.
Question 6: Which type of marketing research is best suited for testing a specific hypothesis about consumer behavior?
- Exploratory research
- Descriptive research
- Causal research (Correct answer)
- Ethnographic research
Correct answer: Causal research
Causal research uses controlled experiments to establish cause-and-effect relationships and test specific hypotheses.
Question 7: What is the primary risk of using a convenience sample in marketing research?
- High cost of data collection
- Results that cannot be generalized to the broader population (Correct answer)
- Inability to collect qualitative data
- Overly large sample sizes
Correct answer: Results that cannot be generalized to the broader population
Convenience samples select readily available participants, introducing selection bias and limiting the generalizability of findings to the target population.
AMA Marketing Research & Analytics 2
A researcher uses a Likert scale in a survey.
What type of data does this produce?