Question 1

How should a marketing consulting firm perform a cluster analysis for a new granola bar?

Options :

A : Determine the reasons for consumer granola bar purchases

B : Determine the different segments or groups to target

C : Determine competitor benchmarks and forecasts for comparison

D : Determine whether there are any granola bar sales trends

Answer: B

Question 2

What is the formula for calculating a simple index number?

Options :

A : The current price divided by the base year’s price times 100

B : The base year’s price divided by the current price times 100

C : The base year’s price divided by the current price

D : The current price divided by the base year’s price

Answer: A

Question 3

A researcher seeks to pass a bond issue and asks a sample of respondents who have a bachelor’s degree if they are voting in favor of the bond because it would be beneficial to the county. Which type of error does this represent?

Options :

A : Faulty operationalization

B : Response bias

C : Confusion of association and causality

D : Selection bias

Answer: D

Question 4

When researchers are studying the effect of new drug treatments on patients, bias can be introduced by patients if they are aware of who receives the placebo. Which type of research design eliminates this type of bias?

Options :

A : Observational study

B : Prospective cohort study

C : Time series study

D : Blind study

Answer: D

Question 5

A professional services firm is undergoing a business process improvement exercise to improve productivity,staff morale, and client satisfaction while also thinking about the overall long-term financial performance ofthe company.Which performance tool would best meet this firm's objectives?

Options :

A : Net promoter score

B : Results-based management

C : Balanced scorecard

D : KPI dashboard

Answer: C