B2B Research Methods & Evidence-Based Practice 3

Question 1

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?

Accepted Answer

Top-down estimation

Answer

Top-down estimation starts with macro market data (e.g., analyst reports) and narrows down using share assumptions to estimate TAM.

Question 2

Which measure of central tendency is most resistant to outliers in a dataset of B2B deal sizes that includes several unusually large enterprise contracts?

Accepted Answer

Median

Answer

The median is the middle value of a sorted dataset and is not distorted by extreme outliers the way the mean is.

Question 3

An ethnographic research approach in a B2B context would most likely involve:

Accepted Answer

Observing how purchasing teams actually use software during their workday

Answer

Ethnography involves observing people in their natural environment to understand real behaviors rather than self-reported ones.

Question 4

In a B2B survey, a Likert scale question asking respondents to rate 'vendor trustworthiness' on a 1–7 scale produces what level of measurement?

Accepted Answer

Interval

Answer

Likert scales are typically treated as interval-level data because the distances between points are assumed equal, though technically they are ordinal.

Question 5

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:

Accepted Answer

A quasi-experimental design

Answer

A quasi-experimental design lacks random assignment but uses comparison of pre- and post-intervention data to infer causal effects.

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

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

B2B Research Methods & Evidence-Based Practice 3