CPM Primary & Secondary Market Research 3

Question 1

Which type of research design is BEST suited for establishing a cause-and-effect relationship between a marketing variable and consumer behavior?

Accepted Answer

Causal (experimental) research

Answer

Causal research uses controlled experiments to isolate variables and establish cause-and-effect relationships.

Question 2

A brand manager conducts an A/B test by showing two different ad headlines to separate random audience segments and measuring click-through rates. This is an example of:

Accepted Answer

Field experimentation

Answer

A/B testing is a form of field experimentation where one variable is manipulated to measure its effect on an outcome.

Question 3

The question 'On a scale of 1 to 10, how satisfied are you with our product?' uses which type of scale?

Accepted Answer

Interval scale

Answer

An interval scale has equal distances between points but no true zero, which is characteristic of numeric satisfaction rating scales.

Question 4

Which of the following BEST describes the concept of 'research bias'?

Accepted Answer

Systematic error that skews research results away from truth

Answer

Research bias is a systematic distortion that consistently skews findings in one direction, compromising validity.

Question 5

A market research firm observes shoppers in a grocery store without interacting with them to record product-selection behavior. This method is called:

Accepted Answer

Naturalistic observation

Answer

Naturalistic observation involves watching subjects in their natural environment without researcher intervention.

(CPM) Certified Professional Marketer Practice Test

(CPM) Certified Professional Marketer Practice Test

CPM Primary & Secondary Market Research 3