CBM Market Research & Consumer Insights 3 — Questions and Answers
Question 1: Which consumer insight framework maps how a product fits into a consumer's broader life goals and values through laddering interviews?
- Means-End Chain Theory (Correct answer)
- Maslow's Hierarchy adapted for brands
- Jobs-To-Be-Done framework
- Customer Decision Journey
Correct answer: Means-End Chain Theory
The Means-End Chain links product attributes to functional consequences to personal values, revealing why consumers choose products at a deeper motivational level.
Question 2: What is the primary purpose of a perceptual map in brand research?
- To track brand awareness over time
- To visualize brand positioning relative to competitors on key attributes (Correct answer)
- To measure consumer price sensitivity
- To segment the market by demographics
Correct answer: To visualize brand positioning relative to competitors on key attributes
Perceptual maps plot brands on two or more dimensions based on consumer perceptions, revealing competitive positioning and potential gaps in the market.
Question 3: A researcher conducts focus groups in three U.S. cities and finds consistent themes emerging by the third group. This phenomenon is called:
- Triangulation
- Theoretical saturation (Correct answer)
- Confirmatory bias
- External validity
Correct answer: Theoretical saturation
Theoretical saturation occurs in qualitative research when additional data collection no longer produces new themes or insights, signaling sufficient coverage.
Question 4: Which metric measures the percentage of a target audience that has been reached at least once by an advertising campaign?
- Frequency
- GRP (Gross Rating Points)
- Reach (Correct answer)
- Share of voice
Correct answer: Reach
Reach measures the unduplicated percentage of the target audience exposed to a campaign at least once within a defined time period.
Question 5: In conjoint analysis, respondents evaluate product profiles with different feature combinations. What does this method measure?
- Brand loyalty over time
- The relative importance consumers place on different product attributes (Correct answer)
- Consumers' ability to recall brand messages
- Price elasticity of demand
Correct answer: The relative importance consumers place on different product attributes
Conjoint analysis decomposes consumer preferences for bundled product features to reveal the utility or 'part-worth' each attribute contributes to overall preference.
Question 6: A brand manager notices that survey respondents consistently give more favorable ratings than their actual behavior suggests. This is known as:
- Acquiescence bias
- Social desirability bias (Correct answer)
- Demand characteristics
- Halo effect
Correct answer: Social desirability bias
Social desirability bias occurs when respondents answer in ways they believe are more socially acceptable or favorable rather than reflecting their true attitudes or behaviors.
Question 7: Which segmentation approach groups consumers based on activities, interests, and opinions (AIOs) rather than demographics?
- Behavioral segmentation
- Geographic segmentation
- Psychographic segmentation (Correct answer)
- Firmographic segmentation
Correct answer: Psychographic segmentation
Psychographic segmentation uses AIOs, values, and lifestyle characteristics to group consumers who share similar psychological profiles beyond demographic similarities.
CBM Market Research & Consumer Insights 3
Which consumer insight framework maps how a product fits into a consumer's broader life goals and values through laddering interviews?