Practice Test Geeks(CPM) Certified Professional Marketer Practice Test
← All CPM Flashcard Decks

Primary & Secondary Market Research Flashcards

7 cards from real CPM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Primary & Secondary Market Research flashcards as text

  1. Which of the following BEST describes 'ethnographic research' as used in marketing?

    Answer: Immersive observation of consumers in their natural environment over time

    Ethnographic research involves researchers immersing themselves in consumers' daily lives to gain deep contextual understanding.

  2. What is the key difference between 'exploratory' and 'conclusive' research?

    Answer: Exploratory research generates hypotheses; conclusive research tests them with structured methods

    Exploratory research clarifies problems and generates hypotheses, while conclusive research uses structured designs to test those hypotheses.

  3. A survey is measuring 'purchase intent' but is actually capturing only 'stated preference,' which may differ from real behavior. This gap reflects a problem with:

    Answer: Construct validity

    Construct validity refers to how accurately a measure captures the theoretical concept it intends to measure.

  4. Which of the following describes 'mystery shopping' as a research technique?

    Answer: Hiring actors to pose as customers and evaluate service quality firsthand

    Mystery shopping involves trained researchers posing as regular customers to objectively evaluate the customer experience.

  5. When interpreting secondary data, a marketer should FIRST consider:

    Answer: The original purpose for which the data was collected and its potential limitations

    Understanding the original data collection purpose reveals potential biases, gaps, and fit for the current research question.

  6. A company segments its customer database and surveys each segment separately to ensure all groups are proportionally represented. This is an application of:

    Answer: Quota sampling

    Quota sampling ensures predetermined proportional representation of subgroups without random selection within quotas.

  7. In a marketing experiment, the 'control group' serves what purpose?

    Answer: It provides a baseline by not receiving the experimental treatment

    The control group does not receive the treatment, providing a comparison baseline to isolate the effect of the experimental variable.