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

Causal research uses experimental designs to establish cause-and-effect relationships by manipulating one variable while controlling others.

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

Online surveys provide speed of deployment and data collection along with significantly lower costs compared to mail surveys, though both have sampling limitations.

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

A longitudinal or panel study follows the same group of respondents over time, enabling researchers to track attitude or behavior changes.

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

Social desirability bias occurs when respondents answer in ways they believe are more socially acceptable or favorable rather than truthfully.

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

Conjoint analysis presents respondents with product profiles combining multiple attributes and asks them to rank or rate these profiles to determine attribute importance and trade-offs.

(PCM) Professional Certified Marketer Practice Test

(PCM) Professional Certified Marketer Practice Test

PCM Marketing Research & Analysis 2