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

In-depth interviews uncover the underlying motivations and context behind churn decisions that quantitative methods cannot capture.

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

A Type I error (false positive) occurs when a null hypothesis is incorrectly rejected, attributing random variation to a real effect.

Question 3

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

Accepted Answer

Grouping companies by attributes like industry, size, and revenue

Answer

Firmographics are company-level characteristics — industry, employee count, revenue, location — used to segment B2B target markets.

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

Test-retest reliability measures whether a research instrument produces consistent results across different administrations or samples.

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

Anonymous online surveys reduce social desirability bias because respondents feel less pressure to give 'acceptable' answers.

(B2B) Business-to-Business Marketing certification Practice Test