A marketing manager says a campaign worked because sales went up the month it ran. How would you test whether that's really true?

What the interviewer is looking for

• This question tests basic statistics. Uses averages, medians, distributions and simple comparisons correctly and is cautious about claiming cause and effect.
• Strong answers: Considers seasonality and other changes, uses a comparison or control group, looks at prior trends and is clear about uncertainty.
• Likely follow-up: How would you design the next campaign so it's easier to measure?

Another way it may be asked: Sales rose during a campaign. What else could explain it, and how would you separate the campaign effect?

A structure to follow: Answer, explain, example, limits

1. Step 1

   Answer

   Give your direct answer in the first sentence so the interviewer knows where you are going.

2. Step 2

   Explain

   Say how it works or why you would do it that way, in plain words before jargon.

3. Step 3

   Example

   Anchor it in something you have actually done or seen, with the detail that shows hands-on experience.

4. Step 4

   Limits

   Say when your approach would not be the right one. It shows judgement.

This is guidance on shape, not a script. Use your own real experience and facts; never invent details to fill a gap. See the STAR guide and answer frameworks.

Common slips

• Reciting a definition without showing you have applied it.
• Using terms you cannot explain if asked a level deeper.
• Claiming experience beyond what you can discuss in detail.

How to practise it

Say the answer in 90 seconds, then answer the follow-up as if it were a new question.

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