CMA Market Research & Data Analysis 2

Question 1

A market analyst uses a Likert scale in a customer satisfaction survey. What level of measurement does a Likert scale represent?

Accepted Answer

Ordinal

Answer

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?

Accepted Answer

Stratified random sampling

Answer

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:

Accepted Answer

Self-selection bias

Answer

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'?

Accepted Answer

Those who score 7–8

Answer

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?

Accepted Answer

In-depth interview

Answer

In-depth interviews allow one-on-one probing that reveals personal motivations and nuanced reasons for churn.

(CMA) Certified Market Analyst Practice Test

(CMA) Certified Market Analyst Practice Test

CMA Market Research & Data Analysis 2