CMA Market Research & Data Analysis 2 — Questions and Answers
Question 1: A market analyst uses a Likert scale in a customer satisfaction survey. What level of measurement does a Likert scale represent?
- Nominal
- Ordinal (Correct answer)
- Interval
- Ratio
Correct answer: Ordinal
Likert scales are ordinal because they rank responses but the intervals between points are not necessarily equal.
Question 2: Which sampling technique divides a population into subgroups and then randomly samples from each subgroup proportionally?
- Cluster sampling
- Systematic sampling
- Stratified random sampling (Correct answer)
- Convenience sampling
Correct answer: Stratified random sampling
Stratified random sampling divides the population into strata and draws proportional random samples from each.
Question 3: A company conducts an online survey and receives 500 responses, but 60% of respondents are from the 18–24 age bracket even though that group represents only 20% of its target market. This is an example of:
- Non-response bias
- Social desirability bias
- Self-selection bias (Correct answer)
- Confirmation bias
Correct answer: Self-selection bias
Self-selection bias occurs when certain types of people are more likely to volunteer for a study, skewing the sample.
Question 4: When calculating the Net Promoter Score (NPS), which respondents are classified as 'Passives'?
- Those who score 0–6
- Those who score 7–8 (Correct answer)
- Those who score 9–10
- Those who score 5–7
Correct answer: Those who score 7–8
Passives are respondents who give a score of 7 or 8; they are satisfied but not enthusiastic enough to promote the brand.
Question 5: A researcher wants to understand why customers churn after the first purchase. Which qualitative method would provide the deepest individual insights?
- Online survey
- Focus group
- In-depth interview (Correct answer)
- Observational study
Correct answer: In-depth interview
In-depth interviews allow one-on-one probing that reveals personal motivations and nuanced reasons for churn.
Question 6: In regression analysis, the R² value measures:
- The statistical significance of individual predictors
- The proportion of variance in the dependent variable explained by the model (Correct answer)
- The slope of the regression line
- The correlation between two independent variables
Correct answer: The proportion of variance in the dependent variable explained by the model
R² (coefficient of determination) quantifies how much of the variation in the outcome is accounted for by the predictors.
Question 7: Which data collection method is most appropriate for studying real-time consumer behavior in a retail store without influencing participant actions?
- Mail survey
- Telephone interview
- Ethnographic observation (Correct answer)
- Online panel
Correct answer: Ethnographic observation
Ethnographic observation captures natural behavior in context without the researcher's presence altering participant actions.
CMA Market Research & Data Analysis 2
A market analyst uses a Likert scale in a customer satisfaction survey.
What level of measurement does a Likert scale represent?