CS Market Research & Analysis 2

Question 1

A strategist wants to understand emotional drivers behind purchasing decisions. Which research method is MOST appropriate?

Accepted Answer

Ethnographic observation in natural settings

Answer

Ethnographic observation captures authentic behavior and emotional context that self-reported surveys cannot fully reveal.

Question 2

Which statistical measure best indicates the central tendency of household income data that contains extreme outliers?

Accepted Answer

Median

Answer

The median is resistant to extreme values (outliers), making it the most representative measure of central tendency for skewed income data.

Question 3

A company's TAM is $10B, its SAM is $3B, and its SOM is $500M. What does the SOM represent?

Accepted Answer

The revenue the company can realistically capture given competition

Answer

Serviceable Obtainable Market (SOM) is the realistic share of the SAM a company can capture, accounting for competition, sales capacity, and go-to-market limitations.

Question 4

What is the primary purpose of a perceptual map in market analysis?

Accepted Answer

To visualize how consumers position competing brands on key attributes

Answer

Perceptual maps plot competing brands on two-dimensional axes based on consumer perceptions, revealing competitive positioning and white-space opportunities.

Question 5

Which sampling method would a strategist use when the population has distinct subgroups and proportional representation of each is critical?

Accepted Answer

Stratified random sampling

Answer

Stratified random sampling divides the population into subgroups (strata) and samples proportionally from each, ensuring representation across key segments.

(CS) Certified Strategist Practice Test

(CS) Certified Strategist Practice Test

CS Market Research & Analysis 2