Marketing Officer Research & Analysis Flashcards

A focus group revealed that customers dislike a new logo, but quantitative surveys show strong logo recognition scores. How should a marketing officer interpret this?

Answer: Use the discrepancy to investigate whether recognition and preference are misaligned

Mixed results between qualitative and quantitative data warrant deeper investigation — high recognition does not equal positive sentiment, and both dimensions matter for brand health.

Which analysis technique maps customer perceptions of competing brands along key attribute dimensions?

Answer: Perceptual mapping

Perceptual mapping visually plots how consumers perceive competing brands on two or more attribute axes, revealing positioning gaps and competitive clusters.

In market sizing, the Total Addressable Market (TAM) represents:

Answer: The total revenue opportunity if 100% market share were achieved

TAM is the maximum revenue available if a product captured 100% of its target market, representing the full opportunity ceiling.

Which bias occurs when survey respondents choose socially acceptable answers rather than honest ones?

Answer: Social desirability bias

Social desirability bias leads respondents to give answers they believe will be viewed favorably rather than truthful responses, distorting research data.

A marketing officer wants to track how a campaign's impact on brand awareness changes over time. Which research approach is MOST suitable?

Answer: Longitudinal panel study

A longitudinal panel study tracks the same respondents repeatedly over time, making it ideal for measuring attitude or awareness changes across campaign waves.

Scenario: a competitor launches a price war. Which analytical tool BEST helps a marketing officer assess strategic response options?

Answer: Game theory / competitive response matrix

Game theory and competitive response matrices help predict competitor moves and evaluate the payoff of different strategic responses to pricing actions.

Which metric BEST captures the efficiency of digital advertising spend in generating revenue?

Answer: Return on Ad Spend (ROAS)

ROAS measures revenue generated per dollar of advertising spend, directly linking ad investment to revenue outcomes.