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SMPS CPSM - Domain 1 Terms Questions
and Correct Answers
Goals Ans: Measurable targets that help a firm plan how to move
forward in the direction they want.
SWOT Analysis Ans: A situational analysis that is based on
assessing the strengths, weaknesses, opportunities, and threats
that your firm faces, either as a whole or in a specific market.
Primary Research Ans: Proprietary research that you conduct
yourself
Secondary Research Ans: Research that comes from a source that
is different from the original source of the information
Quantitative Research Ans: Research of measurable properties and
their relationships
Qualitative Research Ans: Research aimed at gathering an in-depth
understanding of behavior and the reasons behind it
Exploratory Research Ans: Research the explores possibilities and
discovers new data, often through qualitative data
Confirmatory Research Ans: Research designed to narrow down a
list of opinions and figure out which is right, typically using hard
data.
Hypothesis Ans: A general or specific conjecture, typically based
on experience and working knowledge, used to guide research
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and/or accepted as a highly probably outcome until proven
otherwise
Evidence-Based Marketing Ans: A tool that allows one to gather
information from prospective clients and use it to develop a niche-
specific campaign for one's firm.
Ethics Ans: Values and principles that inform the standards of
conduct that marketers must follow when conducting research
Utility Ans: Approach to ethics that favors the opinion that will
bring the greatest net benefit to society as a whole
Justice Ans: Approach to ethics that emphasizes fairness - an
equal distribution of the costs and benefits among those affected
by a decision.
Rights Ans: Approach to ethics where emphasis is placed on
individual welfare rather than the consequences of a decision
Research Objective Ans: A short statement that expresses the
result you hope to achieve through the use of information
obtained through a particular research project.
Audit Ans: Practice of assessing your current position - where your
firm stands right now in terms of finances, visibility within a
market sector, your competition, and a variety of other measures.
Research Request Agreement Ans: A document clearly stating the
research problem to be addressed, including a background of the
problem that needs to be researched, how the information
collected will be used, who this information will be gathered from,
and other logistics.
© 2025 All rights reserved
SMPS CPSM - Domain 1 Terms Questions
and Correct Answers
Goals Ans: Measurable targets that help a firm plan how to move
forward in the direction they want.
SWOT Analysis Ans: A situational analysis that is based on
assessing the strengths, weaknesses, opportunities, and threats
that your firm faces, either as a whole or in a specific market.
Primary Research Ans: Proprietary research that you conduct
yourself
Secondary Research Ans: Research that comes from a source that
is different from the original source of the information
Quantitative Research Ans: Research of measurable properties and
their relationships
Qualitative Research Ans: Research aimed at gathering an in-depth
understanding of behavior and the reasons behind it
Exploratory Research Ans: Research the explores possibilities and
discovers new data, often through qualitative data
Confirmatory Research Ans: Research designed to narrow down a
list of opinions and figure out which is right, typically using hard
data.
Hypothesis Ans: A general or specific conjecture, typically based
on experience and working knowledge, used to guide research
© 2025 All rights reserved
, 2 | Page
and/or accepted as a highly probably outcome until proven
otherwise
Evidence-Based Marketing Ans: A tool that allows one to gather
information from prospective clients and use it to develop a niche-
specific campaign for one's firm.
Ethics Ans: Values and principles that inform the standards of
conduct that marketers must follow when conducting research
Utility Ans: Approach to ethics that favors the opinion that will
bring the greatest net benefit to society as a whole
Justice Ans: Approach to ethics that emphasizes fairness - an
equal distribution of the costs and benefits among those affected
by a decision.
Rights Ans: Approach to ethics where emphasis is placed on
individual welfare rather than the consequences of a decision
Research Objective Ans: A short statement that expresses the
result you hope to achieve through the use of information
obtained through a particular research project.
Audit Ans: Practice of assessing your current position - where your
firm stands right now in terms of finances, visibility within a
market sector, your competition, and a variety of other measures.
Research Request Agreement Ans: A document clearly stating the
research problem to be addressed, including a background of the
problem that needs to be researched, how the information
collected will be used, who this information will be gathered from,
and other logistics.
© 2025 All rights reserved
