MO Marketing Officer Research & Analysis 2 — Questions and Answers
Question 1: A marketing officer wants to understand why customers are leaving mid-funnel. Which research method is MOST appropriate?
- Exit surveys on the checkout page (Correct answer)
- Brand awareness telephone surveys
- Nielsen media mix modeling
- Annual customer satisfaction index
Correct answer: Exit surveys on the checkout page
Exit surveys capture real-time feedback from users abandoning the funnel, directly addressing mid-funnel drop-off causes.
Question 2: Which statistical technique is used to identify groups of customers with similar behaviors without a predefined number of groups?
- Linear regression
- Hierarchical clustering (Correct answer)
- Chi-square testing
- ANOVA
Correct answer: Hierarchical clustering
Hierarchical clustering is an unsupervised method that discovers natural groupings without requiring the analyst to specify the number of clusters in advance.
Question 3: A Net Promoter Score (NPS) of +45 means that:
- 45% of customers are promoters
- Promoters exceed detractors by 45 percentage points (Correct answer)
- 45 customers responded to the survey
- The brand has a 45% market share
Correct answer: Promoters exceed detractors by 45 percentage points
NPS is calculated by subtracting the percentage of detractors from the percentage of promoters, so +45 means promoters outnumber detractors by 45 percentage points.
Question 4: Which of the following BEST describes conjoint analysis in marketing research?
- Measuring brand recall after ad exposure
- Determining how customers trade off product attributes to form preferences (Correct answer)
- Tracking social media sentiment over time
- Segmenting audiences by psychographic profiles
Correct answer: Determining how customers trade off product attributes to form preferences
Conjoint analysis reveals the relative importance customers place on different product features by having them evaluate combinations of attributes.
Question 5: When conducting a competitive intelligence analysis, primary data would include:
- Published industry reports
- Competitor press releases
- Interviews with former competitor employees (Correct answer)
- SEC filings of publicly traded rivals
Correct answer: Interviews with former competitor employees
Primary data is collected firsthand by the researcher; interviews with knowledgeable individuals are a direct primary source, unlike published secondary documents.
Question 6: A marketing team finds a p-value of 0.03 in an A/B test. At a significance level of 0.05, what should they conclude?
- Fail to reject the null hypothesis
- Reject the null hypothesis; the result is statistically significant (Correct answer)
- The test needs more data
- The effect size is too small to matter
Correct answer: Reject the null hypothesis; the result is statistically significant
A p-value of 0.03 is below the 0.05 significance threshold, so the null hypothesis is rejected and the result is considered statistically significant.
Question 7: Which framework is used to assess the macro-environmental factors affecting a marketing strategy?
- Porter's Five Forces
- PESTEL analysis (Correct answer)
- BCG Growth-Share Matrix
- Ansoff Matrix
Correct answer: PESTEL analysis
PESTEL (Political, Economic, Social, Technological, Environmental, Legal) analysis examines the broad macro-environmental factors outside the firm's control.
MO Marketing Officer Research & Analysis 2
A marketing officer wants to understand why customers are leaving mid-funnel.
Which research method is MOST appropriate?