SMPS CPSM STUDY GUIDE 2026 ACTUAL
QUESTIONS WITH SOLUTIONS GRADED A+
● SWOT Analysis. Answer: 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. Answer: Proprietary research that you conduct
yourself
● Secondary Research. Answer: Research that comes from a source that
is different from the original source of the information
● Quantitative Research. Answer: Research of measurable properties
and their relationships
● Qualitative Research. Answer: Research aimed at gathering an in-
depth understanding of behavior and the reasons behind it
● Exploratory Research. Answer: Research the explores possibilities
and discovers new data, often through qualitative data
● Confirmatory Research. Answer: Research designed to narrow down
a list of opinions and figure out which is right, typically using hard data.
, ● Hypothesis. Answer: A general or specific conjecture, typically based
on experience and working knowledge, used to guide research and/or
accepted as a highly probably outcome until proven otherwise
● Evidence-Based Marketing. Answer: 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. Answer: Values and principles that inform the standards of
conduct that marketers must follow when conducting research
● Utility. Answer: Approach to ethics that favors the opinion that will
bring the greatest net benefit to society as a whole
● Justice. Answer: Approach to ethics that emphasizes fairness - an
equal distribution of the costs and benefits among those affected by a
decision.
● Rights. Answer: Approach to ethics where emphasis is placed on
individual welfare rather than the consequences of a decision
● Research Objective. Answer: A short statement that expresses the
result you hope to achieve through the use of information obtained
through a particular research project.
QUESTIONS WITH SOLUTIONS GRADED A+
● SWOT Analysis. Answer: 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. Answer: Proprietary research that you conduct
yourself
● Secondary Research. Answer: Research that comes from a source that
is different from the original source of the information
● Quantitative Research. Answer: Research of measurable properties
and their relationships
● Qualitative Research. Answer: Research aimed at gathering an in-
depth understanding of behavior and the reasons behind it
● Exploratory Research. Answer: Research the explores possibilities
and discovers new data, often through qualitative data
● Confirmatory Research. Answer: Research designed to narrow down
a list of opinions and figure out which is right, typically using hard data.
, ● Hypothesis. Answer: A general or specific conjecture, typically based
on experience and working knowledge, used to guide research and/or
accepted as a highly probably outcome until proven otherwise
● Evidence-Based Marketing. Answer: 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. Answer: Values and principles that inform the standards of
conduct that marketers must follow when conducting research
● Utility. Answer: Approach to ethics that favors the opinion that will
bring the greatest net benefit to society as a whole
● Justice. Answer: Approach to ethics that emphasizes fairness - an
equal distribution of the costs and benefits among those affected by a
decision.
● Rights. Answer: Approach to ethics where emphasis is placed on
individual welfare rather than the consequences of a decision
● Research Objective. Answer: A short statement that expresses the
result you hope to achieve through the use of information obtained
through a particular research project.
