AMA Marketing Research & Analytics 2

Question 1

A researcher uses a Likert scale in a survey. What type of data does this produce?

Accepted Answer

Ordinal

Answer

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?

Accepted Answer

Stratified random sampling

Answer

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?

Accepted Answer

High reliability

Answer

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?

Accepted Answer

Conversion rate

Answer

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?

Accepted Answer

The proportion of variance in the dependent variable explained by the model

Answer

R-squared (coefficient of determination) indicates what percentage of variation in the outcome variable is explained by the independent variables.

(AMA) American Marketing Association Certification Practice Test