SMPS CPSM Exam - Domain 01: Marketing
Research UPDATED ACTUAL Exam
Questions and CORRECT Answers
Advanced Analytics - CORRECT ANSWER - Tools that use statistical analysis and
predictive modeling to forecast future events.
Audit - CORRECT ANSWER - The practice of assessing your current position - where
your firm stands right now in terms of finances, visibility within a market sector, competition,
and a variety of other measures. A SWOT analysis is often used as an assessment tool.
Average - CORRECT ANSWER - The sum of a set of numbers, divided by the amount of
numbers in that set. One way of expressing the typical value in a set of data.
Benchmarking - CORRECT ANSWER - A measurement activity that compares one aspect
of a thing to that same aspect in a different thing.
Benchmarking Survey - CORRECT ANSWER - Create a basis for comparison. Most often
used to compare one company to peer firms, can also be used to determine best practices or key
trends within a specific design typology.
Bias - CORRECT ANSWER - A prejudice shown towards or against something based on
subjective perceptions of experiences or opinions.
Big Data - CORRECT ANSWER - A collection of data sets so large and complex that it
becomes difficult to process using typical database management tools or traditional data-
processing applications.
Causation - CORRECT ANSWER - A predictive relationship between two variables,
where one causes the other.
, Client Satisfaction Survey - CORRECT ANSWER - Used to gauge clients' feelings about
a firm's capabilities, staff, level of services, and success at meeting clients' expectations. Often
includes elements of perception and market intelligence surveys.
Closed Question - CORRECT ANSWER - A form of question that limits possible answers
by providing a list of answers that the respondent must choose from.
Coding - CORRECT ANSWER - The process of combining the data into meaningful
categories and then marking the categories with a code label so they can be easily compared and
analyzed.
Comparison Charts - CORRECT ANSWER - Used to compare relationships between
distinct points of data and to demonstrate patterns. They are typically vertically oriented.
Confidence Interval - CORRECT ANSWER - A statistics term that defines a range of
values within which the population parameter of interest is likely to be included.
Confirmatory Research - CORRECT ANSWER - The purpose is to narrow down a list of
options and figure out which one is right. It uses hard data to quantify qualities identified in
exploratory research.
Consultant - CORRECT ANSWER - Experienced professional who provides expert
knowledge for a fee. He or she most often works in an advisory capacity, thus the hiring firm and
its leaders retain responsibility for outcomes.
Contribution Charts - CORRECT ANSWER - Demonstrate part-to-whole analysis.
Correlation - CORRECT ANSWER - A statistical relationship between two variables.
Cross-Tabulation - CORRECT ANSWER - When the data is tabulated according to
multiple characteristics.
Research UPDATED ACTUAL Exam
Questions and CORRECT Answers
Advanced Analytics - CORRECT ANSWER - Tools that use statistical analysis and
predictive modeling to forecast future events.
Audit - CORRECT ANSWER - The practice of assessing your current position - where
your firm stands right now in terms of finances, visibility within a market sector, competition,
and a variety of other measures. A SWOT analysis is often used as an assessment tool.
Average - CORRECT ANSWER - The sum of a set of numbers, divided by the amount of
numbers in that set. One way of expressing the typical value in a set of data.
Benchmarking - CORRECT ANSWER - A measurement activity that compares one aspect
of a thing to that same aspect in a different thing.
Benchmarking Survey - CORRECT ANSWER - Create a basis for comparison. Most often
used to compare one company to peer firms, can also be used to determine best practices or key
trends within a specific design typology.
Bias - CORRECT ANSWER - A prejudice shown towards or against something based on
subjective perceptions of experiences or opinions.
Big Data - CORRECT ANSWER - A collection of data sets so large and complex that it
becomes difficult to process using typical database management tools or traditional data-
processing applications.
Causation - CORRECT ANSWER - A predictive relationship between two variables,
where one causes the other.
, Client Satisfaction Survey - CORRECT ANSWER - Used to gauge clients' feelings about
a firm's capabilities, staff, level of services, and success at meeting clients' expectations. Often
includes elements of perception and market intelligence surveys.
Closed Question - CORRECT ANSWER - A form of question that limits possible answers
by providing a list of answers that the respondent must choose from.
Coding - CORRECT ANSWER - The process of combining the data into meaningful
categories and then marking the categories with a code label so they can be easily compared and
analyzed.
Comparison Charts - CORRECT ANSWER - Used to compare relationships between
distinct points of data and to demonstrate patterns. They are typically vertically oriented.
Confidence Interval - CORRECT ANSWER - A statistics term that defines a range of
values within which the population parameter of interest is likely to be included.
Confirmatory Research - CORRECT ANSWER - The purpose is to narrow down a list of
options and figure out which one is right. It uses hard data to quantify qualities identified in
exploratory research.
Consultant - CORRECT ANSWER - Experienced professional who provides expert
knowledge for a fee. He or she most often works in an advisory capacity, thus the hiring firm and
its leaders retain responsibility for outcomes.
Contribution Charts - CORRECT ANSWER - Demonstrate part-to-whole analysis.
Correlation - CORRECT ANSWER - A statistical relationship between two variables.
Cross-Tabulation - CORRECT ANSWER - When the data is tabulated according to
multiple characteristics.
