CPM Primary & Secondary Market Research 2 — Questions and Answers
Question 1: A marketer wants to understand why customers abandoned their shopping carts on an e-commerce site. Which primary research method is MOST appropriate?
- Reviewing published e-commerce industry reports
- Conducting in-depth interviews with customers who abandoned carts (Correct answer)
- Analyzing U.S. Census demographic data
- Reviewing competitor press releases
Correct answer: Conducting in-depth interviews with customers who abandoned carts
In-depth interviews gather firsthand qualitative insights directly from the individuals whose behavior you want to understand.
Question 2: Which of the following is an example of internal secondary data?
- A Nielsen market share report purchased from a vendor
- Sales transaction records from the company's own CRM system (Correct answer)
- A government census population report
- A focus group transcript from a new study
Correct answer: Sales transaction records from the company's own CRM system
Internal secondary data is information already collected by the organization itself, such as CRM sales records.
Question 3: What is the PRIMARY advantage of using syndicated research data?
- It is tailored specifically to the company's unique research questions
- It is collected through direct consumer interviews
- It is cost-efficient because costs are shared across multiple subscribers (Correct answer)
- It guarantees higher accuracy than custom primary research
Correct answer: It is cost-efficient because costs are shared across multiple subscribers
Syndicated research spreads data collection costs across many purchasing organizations, reducing the per-user cost significantly.
Question 4: A researcher administers the same survey twice to the same group two weeks apart and gets very similar results. This indicates the instrument has high:
- Validity
- Reliability (Correct answer)
- Sensitivity
- Representativeness
Correct answer: Reliability
Reliability refers to the consistency of a measurement instrument when repeated under the same conditions.
Question 5: Which sampling method divides the population into subgroups and then randomly selects participants from each subgroup?
- Convenience sampling
- Cluster sampling
- Stratified random sampling (Correct answer)
- Snowball sampling
Correct answer: Stratified random sampling
Stratified random sampling ensures proportional representation by dividing the population into strata before randomly sampling within each.
Question 6: A company uses web analytics data already collected by its platform to understand user navigation patterns. This is an example of:
- Primary observational research
- External secondary research
- Internal secondary research (Correct answer)
- Experimental primary research
Correct answer: Internal secondary research
Web analytics data was previously collected by the company itself, making it internal secondary data.
Question 7: What does the term 'sampling frame' refer to in market research?
- The margin of error tolerated in the study
- The list or source from which sample participants are drawn (Correct answer)
- The time period during which data is collected
- The set of questions included in a survey instrument
Correct answer: The list or source from which sample participants are drawn
The sampling frame is the actual list or database used to identify and select participants for a study.
CPM Primary & Secondary Market Research 2
A marketer wants to understand why customers abandoned their shopping carts on an e-commerce site.
Which primary research method is MOST appropriate?