PCM Marketing Research & Analysis 2

Question 1

A marketer wants to determine whether a new ad campaign caused an increase in sales. Which research design is most appropriate?

Accepted Answer

Causal (experimental) research

Answer

Descriptive research

Answer

Exploratory research

Answer

Cross-sectional research

Question 2

What is the main advantage of using an online survey over a mail survey in marketing research?

Accepted Answer

Faster data collection and lower cost

Answer

Higher response rates from older demographics

Answer

Greater depth of qualitative responses

Answer

Better control over sample representativeness

Question 3

Which type of research design surveys the same respondents at multiple points in time to track changes?

Accepted Answer

Longitudinal (panel) study

Answer

Cross-sectional study

Answer

Ethnographic study

Answer

Cohort analysis

Question 4

A researcher notices that respondents tend to give more favorable answers when they know they are being observed. This is known as:

Accepted Answer

Social desirability bias

Answer

Non-response bias

Answer

Sampling error

Answer

Question order bias

Question 5

In conjoint analysis, what are respondents typically asked to do?

Accepted Answer

Rank or rate product profiles that vary on multiple attributes simultaneously

Answer

Recall unaided brand names from memory

Answer

Describe their ideal product in their own words

Answer

Compare two brands on a single attribute at a time

Question 6

What is syndicated research in marketing?

Accepted Answer

Standardized research sold to multiple clients by a research firm

Answer

Research conducted exclusively for one client company

Answer

Research using only syndicated media channels

Answer

Internal research shared across departments

Question 7

Which statistical technique is most appropriate for identifying underlying dimensions that explain correlations among a large set of survey variables?

Accepted Answer

Factor analysis

Answer

Regression analysis

Answer

Cluster analysis

Answer

Discriminant analysis