PCM Marketing Research & Analysis 3

Question 1

A marketer divides the total market into groups and then collects data from a proportional subset of each group. This sampling technique is called:

Accepted Answer

Stratified random sampling

Answer

Systematic sampling

Answer

Cluster sampling

Answer

Snowball sampling

Question 2

What does 'ethnographic research' involve in a marketing context?

Accepted Answer

Observing consumers in their natural environment to gain deep behavioral insights

Answer

Analyzing sales data trends over time

Answer

Conducting telephone interviews with a random sample

Answer

Testing product concepts with a control group

Question 3

The difference between an obtained sample result and the true population value is referred to as:

Accepted Answer

Sampling error

Answer

Response bias

Answer

Non-sampling error

Answer

Coverage error

Question 4

A brand manager wants to understand how consumers perceive their brand relative to competitors across key attributes. Which analytical tool is most suited?

Accepted Answer

Perceptual mapping

Answer

SWOT analysis

Answer

Break-even analysis

Answer

Regression analysis

Question 5

When a company uses customer purchase history, web analytics, and CRM data together to develop insights, this practice is best described as:

Accepted Answer

Data integration and analytics

Answer

Primary data collection

Answer

Marketing mix modeling

Answer

Ethnographic triangulation

Question 6

Which of the following best describes the 'net promoter score' (NPS) as a marketing research metric?

Accepted Answer

A single-question metric gauging customer loyalty by likelihood to recommend

Answer

A measure of unaided brand recall in a target market

Answer

A composite index of advertising effectiveness across channels

Answer

A weighted score of customer satisfaction across service touchpoints

Question 7

In marketing research, what is the primary purpose of a research brief (or problem statement)?

Accepted Answer

To clearly define the research objective and decision problem to guide the study design

Answer

To summarize findings after the study is complete

Answer

To describe the statistical methods used in the analysis

Answer

To report the budget and timeline to stakeholders