AMA Marketing Research & Analytics 3

Question 1

A/B testing in digital marketing is primarily used to:

Accepted Answer

Compare two versions of content to determine which performs better

Answer

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?

Accepted Answer

Customer lifetime value (CLV)

Answer

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?

Accepted Answer

Guiding group discussion while avoiding bias and ensuring all voices are heard

Answer

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?

Accepted Answer

Combining multiple data sources or methods to validate research findings

Answer

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?

Accepted Answer

ANOVA (Analysis of Variance)

Answer

ANOVA is designed to compare means across three or more groups simultaneously, testing whether at least one group mean is statistically different.

(AMA) American Marketing Association Certification Practice Test