CBM Market Research & Consumer Insights 2

Question 1

A brand manager wants to understand WHY consumers prefer a competitor's product. Which research method is most appropriate?

Accepted Answer

In-depth interviews

Answer

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?

Accepted Answer

Stratified random sampling

Answer

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?

Accepted Answer

Ordinal

Answer

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?

Accepted Answer

Brand personification

Answer

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?

Accepted Answer

The result is unlikely to have occurred by chance

Answer

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.

(CBM) Certified Brand Manager Practice Test

(CBM) Certified Brand Manager Practice Test

CBM Market Research & Consumer Insights 2