MAC Customer Insights 3

Question 1

Which statistical method is used to identify underlying factors that explain correlations among a large set of customer survey variables?

Accepted Answer

Factor analysis

Answer

Factor analysis reduces many survey variables to a smaller number of latent factors that explain the patterns of correlation in the data.

Question 2

A customer satisfaction score drops after a product update. Which analytical approach best isolates the update's causal impact?

Accepted Answer

Interrupted time-series analysis

Answer

Interrupted time-series analysis examines whether a measurable change occurred in a trend following a specific intervention, controlling for pre-existing trends.

Question 3

Which type of data is most useful for understanding customers' unmet needs that they may not explicitly articulate?

Accepted Answer

Observational and ethnographic data

Answer

Observational and ethnographic data capture actual behaviors in context, revealing latent needs that customers themselves may not consciously recognize.

Question 4

Customer personas are best described as:

Accepted Answer

Fictional archetypes representing key customer segments based on research

Answer

Personas are research-based fictional characters that represent distinct user types, synthesizing behavioral, demographic, and psychographic data from real research.

Question 5

What is the main advantage of longitudinal customer research over cross-sectional research?

Accepted Answer

It captures changes in customer behavior and attitudes over time

Answer

Longitudinal research tracks the same customers over multiple time points, enabling analysis of how attitudes and behaviors evolve.

(MAC) Marketing Analytics Certification Practice Test

(MAC) Marketing Analytics Certification Practice Test

MAC Customer Insights 3