Market Research & Data Analysis Flashcards
7 cards from real CMA practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Market Research & Data Analysis flashcards as text
A CMA analyst wants to estimate the total addressable market (TAM) using a bottom-up approach. Which starting point is most characteristic of this method?
Answer: Individual customer or unit-level data scaled up to the market
The bottom-up approach builds the TAM estimate from granular unit economics—average revenue per customer multiplied by total potential customers.
Which of the following describes 'data triangulation' in market research?
Answer: Cross-validating findings using multiple data sources or methods
Triangulation increases research validity by confirming findings through convergence of multiple independent data sources or methods.
Conjoint analysis is primarily used in market research to:
Answer: Determine how consumers value different product attributes and trade-offs
Conjoint analysis reveals the relative importance consumers place on each product feature by having them evaluate combinations of attributes.
A market analyst is evaluating secondary data from a trade association. Which concern is most critical before using this data?
Answer: Whether the data's collection methodology, date, and objectivity are appropriate for the study
Secondary data must be assessed for relevance, recency, accuracy, and potential bias introduced by the collecting organization.
When a company tests two versions of an email subject line with randomly assigned customer groups to see which generates higher open rates, this is called:
Answer: A/B testing
A/B testing (split testing) compares two variants with separate randomized groups to identify which performs better on a specific metric.
In the context of survey design, 'order bias' refers to:
Answer: The influence that the sequence of questions or answer choices has on respondent answers
Order bias occurs when the placement of questions or response options influences how participants answer subsequent items.
Which statistical measure is most resistant to the effect of outliers when describing the central tendency of a skewed income distribution?
Answer: Median
The median is the middle value in a dataset and is not distorted by extreme high or low values the way the mean is.