CPM Managing Information for Marketing Insights 2

Question 1

A marketing analyst notices that customer survey responses differ significantly from actual purchase behavior. This discrepancy is best addressed by:

Accepted Answer

Triangulating with behavioral data such as purchase records and web analytics

Answer

Triangulating multiple data sources—survey responses alongside behavioral data—helps reconcile discrepancies and produces more accurate insights.

Question 2

Which type of marketing research design is most appropriate when a company wants to understand the cause-and-effect relationship between a price change and sales volume?

Accepted Answer

Causal research

Answer

Causal (experimental) research is designed to establish cause-and-effect relationships by manipulating one variable and measuring its impact on another.

Question 3

In a marketing database, 'data hygiene' refers to:

Accepted Answer

The process of cleaning, deduplicating, and standardizing data to ensure accuracy

Answer

Data hygiene involves cleaning, deduplicating, and standardizing records so that the marketing database remains accurate and actionable.

Question 4

A firm uses geographic information systems (GIS) in its marketing intelligence. The PRIMARY benefit of GIS for marketers is:

Accepted Answer

Visualizing spatial patterns in customer demographics and sales data

Answer

GIS enables marketers to map and analyze spatial relationships in data, revealing geographic patterns in customer distribution and sales performance.

Question 5

Which of the following BEST describes 'customer lifetime value' (CLV) as an information management metric?

Accepted Answer

The predicted net profit attributed to the entire future relationship with a customer

Answer

CLV estimates the total net profit a business can expect from a customer over the entire duration of the relationship, guiding acquisition and retention investments.

(CPM) Certified Professional Marketer Practice Test

(CPM) Certified Professional Marketer Practice Test

CPM Managing Information for Marketing Insights 2