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

Stratified random sampling divides the population into subgroups (strata) and samples proportionally from each, ensuring representation of all key segments.

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

Ethnographic research involves immersive observation of consumers in their natural settings to uncover behaviors, motivations, and cultural influences that surveys might miss.

Question 3

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

Accepted Answer

Sampling error

Answer

Sampling error is the statistical difference between a sample's result and the actual population parameter, inherent in any study that doesn't survey the entire population.

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

Perceptual mapping visually plots brands relative to each other on key attribute dimensions based on consumer perceptions, revealing competitive positioning.

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

Data integration and analytics involves combining multiple internal and external data sources and applying analytical techniques to generate actionable marketing insights.

(PCM) Professional Certified Marketer Practice Test

(PCM) Professional Certified Marketer Practice Test

PCM Marketing Research & Analysis 3