B2B Research Methods & Evidence-Based Practice 2

Question 1

A B2B marketer wants to understand why enterprise clients churn after the first renewal. Which research method is most appropriate?

Accepted Answer

In-depth interviews with churned customers

Answer

A/B testing of onboarding emails

Answer

Conjoint analysis of pricing tiers

Answer

Web analytics review of login frequency

Question 2

Which statistical concept describes the risk of concluding a marketing campaign worked when the result was actually due to chance?

Accepted Answer

Type I error

Answer

Statistical power

Answer

Confidence interval

Answer

Effect size

Question 3

In B2B research, what does 'firmographic segmentation' refer to?

Accepted Answer

Grouping companies by attributes like industry, size, and revenue

Answer

Segmenting prospects by individual buyer personality traits

Answer

Analyzing firm financial statements for investment decisions

Answer

Mapping buyer journey stages by deal size

Question 4

A researcher runs the same survey with two different sample groups and gets nearly identical results. This indicates the survey has high:

Accepted Answer

Test-retest reliability

Answer

Construct validity

Answer

Face validity

Answer

Internal consistency

Question 5

Which data collection approach best reduces social desirability bias when surveying procurement managers about vendor selection criteria?

Accepted Answer

Anonymous online surveys

Answer

Phone interviews with a senior researcher

Answer

Focus groups with peers present

Answer

In-person structured interviews

Question 6

A B2B company conducts a longitudinal study tracking the same cohort of clients over three years. The primary advantage of this design is:

Accepted Answer

Ability to establish causal direction and observe change over time

Answer

Lower cost per data point than cross-sectional studies

Answer

Elimination of interviewer bias

Answer

Larger sample sizes than experimental designs

Question 7

When evaluating a competitor intelligence report, a B2B marketer notices the data is sourced exclusively from the competitor's press releases. The primary concern is:

Accepted Answer

Single-source data from a biased, self-serving origin lacks objectivity

Answer

The data is too recent to be actionable

Answer

Press releases are not considered primary research

Answer

The sample size is too small for statistical inference