PCM Marketing Research & Analysis 1

Question 1

Which type of marketing research collects data that has not been gathered before for the specific research problem at hand?

Accepted Answer

Primary research

Answer

Primary research involves collecting original data directly from sources for a specific research purpose, as opposed to secondary research which uses existing data.

Question 2

A researcher uses a Likert scale in a questionnaire. What is the Likert scale best designed to measure?

Accepted Answer

Attitudes and levels of agreement

Answer

Likert scales measure respondents' attitudes and degree of agreement or disagreement with a statement, typically on a 5- or 7-point scale.

Question 3

What is the primary distinction between exploratory and conclusive marketing research?

Accepted Answer

Exploratory clarifies problems; conclusive tests specific hypotheses

Answer

Exploratory research is used to gain insights and define problems, while conclusive research tests specific hypotheses to support definitive decision-making.

Question 4

In a marketing research study, which sampling method ensures every member of the population has an equal chance of being selected?

Accepted Answer

Simple random sampling

Answer

Simple random sampling gives every population member an equal and independent chance of selection, making it a probability-based method.

Question 5

A company analyzes customer purchase records stored in its CRM to identify buying patterns. This is an example of using:

Accepted Answer

Internal secondary data

Answer

Internal secondary data refers to data that already exists within the organization, such as sales records, CRM databases, and transaction histories.

(PCM) Professional Certified Marketer Practice Test

(PCM) Professional Certified Marketer Practice Test

PCM Marketing Research & Analysis 1