Research Methods & Evidence-Based Practice Flashcards
7 cards from real B2B practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Research Methods & Evidence-Based Practice flashcards as text
A B2B marketer needs to quantify the total addressable market (TAM) for a new SaaS product. Which method uses industry data multiplied by average revenue per account?
Answer: Top-down estimation
Top-down estimation starts with macro market data (e.g., analyst reports) and narrows down using share assumptions to estimate TAM.
Which measure of central tendency is most resistant to outliers in a dataset of B2B deal sizes that includes several unusually large enterprise contracts?
Answer: Median
The median is the middle value of a sorted dataset and is not distorted by extreme outliers the way the mean is.
An ethnographic research approach in a B2B context would most likely involve:
Answer: Observing how purchasing teams actually use software during their workday
Ethnography involves observing people in their natural environment to understand real behaviors rather than self-reported ones.
In a B2B survey, a Likert scale question asking respondents to rate 'vendor trustworthiness' on a 1–7 scale produces what level of measurement?
Answer: Interval
Likert scales are typically treated as interval-level data because the distances between points are assumed equal, though technically they are ordinal.
A B2B firm compares sales pipeline conversion rates before and after a new content marketing program using historical CRM data. This is an example of:
Answer: A quasi-experimental design
A quasi-experimental design lacks random assignment but uses comparison of pre- and post-intervention data to infer causal effects.
When reporting B2B research findings to C-suite stakeholders, which presentation approach is most evidence-based?
Answer: Present the key insight first, then support it with data and methodology
Evidence-based executive communication leads with the conclusion (BLUF — Bottom Line Up Front) and supports it with data, respecting time constraints.
Which research design is most suitable for testing whether a new ABM (account-based marketing) strategy causes higher pipeline velocity?
Answer: Randomized controlled experiment assigning accounts to ABM vs. control
Only a randomized controlled experiment, where accounts are randomly assigned to treatment or control, can establish causal evidence that ABM drives pipeline velocity.