AMA Marketing Research & Analytics 3 — Questions and Answers
Question 1: A/B testing in digital marketing is primarily used to:
- Segment audiences by demographics
- Compare two versions of content to determine which performs better (Correct answer)
- Calculate customer lifetime value
- Identify seasonal purchasing trends
Correct answer: Compare two versions of content to determine which performs better
A/B testing (split testing) exposes different audience segments to two versions of a variable and measures which produces better outcomes.
Question 2: Which metric measures the total revenue a business can expect from a single customer over the entire relationship?
- Customer acquisition cost (CAC)
- Return on ad spend (ROAS)
- Customer lifetime value (CLV) (Correct answer)
- Net promoter score (NPS)
Correct answer: Customer lifetime value (CLV)
Customer lifetime value (CLV) projects the total net profit attributed to the entire future relationship with a customer.
Question 3: In focus group research, what is the moderator's primary responsibility?
- Analyzing quantitative survey data
- Guiding group discussion while avoiding bias and ensuring all voices are heard (Correct answer)
- Recruiting participants who match the target demographic
- Coding transcripts for statistical analysis
Correct answer: Guiding group discussion while avoiding bias and ensuring all voices are heard
The moderator facilitates focus group discussions to elicit rich insights while maintaining neutrality and encouraging balanced participation.
Question 4: What is 'data triangulation' in marketing research?
- Using three-dimensional charts to visualize data
- Combining multiple data sources or methods to validate research findings (Correct answer)
- Calculating the geometric mean of three data sets
- Segmenting customers into three distinct tiers
Correct answer: Combining multiple data sources or methods to validate research findings
Data triangulation uses multiple sources, methods, or researchers to cross-validate findings, increasing credibility and reducing bias.
Question 5: Which statistical test is most appropriate for comparing the means of three or more independent groups?
- Chi-square test
- Paired t-test
- ANOVA (Analysis of Variance) (Correct answer)
- Pearson correlation
Correct answer: ANOVA (Analysis of Variance)
ANOVA is designed to compare means across three or more groups simultaneously, testing whether at least one group mean is statistically different.
Question 6: A retailer notices that customers who buy diapers also frequently buy beer on Friday evenings. This insight is an example of:
- Conjoint analysis
- Market basket analysis / association rules (Correct answer)
- Regression modeling
- Cohort analysis
Correct answer: Market basket analysis / association rules
Market basket analysis uses association rules to discover products frequently purchased together, enabling cross-selling and promotional strategies.
Question 7: What does 'statistical significance' (p < 0.05) mean in the context of marketing research?
- The finding is practically important to the business
- There is less than a 5% probability the observed result occurred by chance (Correct answer)
- The sample size was at least 500 respondents
- The effect size is large enough to act on
Correct answer: There is less than a 5% probability the observed result occurred by chance
A p-value below 0.05 means there is less than a 5% chance the observed difference or relationship is due to random variation alone.
AMA Marketing Research & Analytics 3
A/B testing in digital marketing is primarily used to: