1 | Page
SMPS CPSM Exam - Domain 01: Marketing
Research Questions and Correct Answers
Advanced Analytics Ans: Tools that use statistical analysis and
predictive modeling to forecast future events.
Audit Ans: 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 Ans: 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 Ans: A measurement activity that compares one
aspect of a thing to that same aspect in a different thing.
Benchmarking Survey Ans: 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 Ans: A prejudice shown towards or against something based
on subjective perceptions of experiences or opinions.
Big Data Ans: 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 Ans: A predictive relationship between two variables,
where one causes the other.
© 2025 All rights reserved
, 2 | Page
Client Satisfaction Survey Ans: 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 Ans: A form of question that limits possible
answers by providing a list of answers that the respondent must
choose from.
Coding Ans: 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 Ans: Used to compare relationships between
distinct points of data and to demonstrate patterns. They are
typically vertically oriented.
Confidence Interval Ans: A statistics term that defines a range of
values within which the population parameter of interest is likely
to be included.
Confirmatory Research Ans: 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 Ans: 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 Ans: Demonstrate part-to-whole analysis.
Correlation Ans: A statistical relationship between two variables.
© 2025 All rights reserved
SMPS CPSM Exam - Domain 01: Marketing
Research Questions and Correct Answers
Advanced Analytics Ans: Tools that use statistical analysis and
predictive modeling to forecast future events.
Audit Ans: 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 Ans: 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 Ans: A measurement activity that compares one
aspect of a thing to that same aspect in a different thing.
Benchmarking Survey Ans: 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 Ans: A prejudice shown towards or against something based
on subjective perceptions of experiences or opinions.
Big Data Ans: 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 Ans: A predictive relationship between two variables,
where one causes the other.
© 2025 All rights reserved
, 2 | Page
Client Satisfaction Survey Ans: 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 Ans: A form of question that limits possible
answers by providing a list of answers that the respondent must
choose from.
Coding Ans: 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 Ans: Used to compare relationships between
distinct points of data and to demonstrate patterns. They are
typically vertically oriented.
Confidence Interval Ans: A statistics term that defines a range of
values within which the population parameter of interest is likely
to be included.
Confirmatory Research Ans: 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 Ans: 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 Ans: Demonstrate part-to-whole analysis.
Correlation Ans: A statistical relationship between two variables.
© 2025 All rights reserved
