CBM Market Research & Consumer Insights 2 — Questions and Answers
Question 1: A brand manager wants to understand WHY consumers prefer a competitor's product. Which research method is most appropriate?
- A/B split testing
- In-depth interviews (Correct answer)
- Retail scanner data analysis
- Brand tracking surveys
Correct answer: In-depth interviews
In-depth interviews uncover motivations and underlying reasons behind consumer preferences through open-ended, probing conversation.
Question 2: Which sampling method divides the population into subgroups and randomly samples from each to ensure representation?
- Convenience sampling
- Snowball sampling
- Stratified random sampling (Correct answer)
- Cluster sampling
Correct answer: Stratified random sampling
Stratified random sampling divides the population into mutually exclusive strata and draws random samples from each, ensuring proportional representation.
Question 3: A Likert scale asking respondents to rate agreement from 'Strongly Disagree' to 'Strongly Agree' produces which type of data?
- Nominal
- Ratio
- Ordinal (Correct answer)
- Interval
Correct answer: Ordinal
Likert scales produce ordinal data because responses have a meaningful order, but the intervals between points are not necessarily equal.
Question 4: Which technique asks consumers to explain what they imagine a brand would be like if it were a person, animal, or celebrity?
- Conjoint analysis
- Brand personification (Correct answer)
- Perceptual mapping
- Semantic differential scaling
Correct answer: Brand personification
Brand personification is a projective technique that elicits brand personality associations by having consumers describe a brand as a living entity.
Question 5: What does 'statistical significance' indicate in market research findings?
- The result is practically meaningful to the business
- The result is unlikely to have occurred by chance (Correct answer)
- The sample size was large enough
- The research was conducted without bias
Correct answer: The result is unlikely to have occurred by chance
Statistical significance (typically p<0.05) indicates the probability that an observed result occurred by random chance is below a threshold, not that the finding is business-relevant.
Question 6: A brand conducts research showing 78% aided brand awareness. Which statement best interprets this metric?
- 78% of consumers spontaneously name the brand first
- 78% of consumers recognize the brand when shown its name or logo (Correct answer)
- 78% of consumers purchase the brand regularly
- 78% of consumers prefer the brand over competitors
Correct answer: 78% of consumers recognize the brand when shown its name or logo
Aided awareness measures recognition — the percentage who recognize the brand when prompted with its name or visual cues, unlike unaided awareness which requires spontaneous recall.
Question 7: Which research design is most suitable for testing whether a new package design causes increased purchase intent?
- Cross-sectional survey
- Ethnographic observation
- Controlled experiment (Correct answer)
- Secondary data analysis
Correct answer: Controlled experiment
Controlled experiments allow researchers to isolate the effect of the independent variable (package design) on the dependent variable (purchase intent) by controlling other factors.
CBM Market Research & Consumer Insights 2
A brand manager wants to understand WHY consumers prefer a competitor's product.
Which research method is most appropriate?