MO Marketing Officer Research & Analysis 2

Question 1

A marketing officer wants to understand why customers are leaving mid-funnel. Which research method is MOST appropriate?

Accepted Answer

Exit surveys on the checkout page

Answer

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?

Accepted Answer

Hierarchical clustering

Answer

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:

Accepted Answer

Promoters exceed detractors by 45 percentage points

Answer

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?

Accepted Answer

Determining how customers trade off product attributes to form preferences

Answer

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:

Accepted Answer

Interviews with former competitor employees

Answer

Primary data is collected firsthand by the researcher; interviews with knowledgeable individuals are a direct primary source, unlike published secondary documents.

(MO) Marketing Officer Certification Practice Test

(MO) Marketing Officer Certification Practice Test

MO Marketing Officer Research & Analysis 2