Marketing Research with Survey Data: A Free Hands-On Course

What you will learn

• Translate a business problem into research objectives, a questionnaire and a sampling plan
• Measure and compare customer satisfaction with NPS and SERVQUAL gap analysis
• Identify what really drives satisfaction with key driver analysis (relative weights and Shapley values)
• Classify features with the Kano model and rank priorities with MaxDiff
• Build the product line with the widest reach using TURF analysis
• Find acceptable and optimal prices with Van Westendorp and Gabor-Granger
• Estimate part-worth utilities, attribute importance and willingness to pay with conjoint analysis
• Map brand positioning with correspondence analysis and MDS, and segment customers with latent class analysis

Who this course is for

Marketing and business students, MBA participants, junior market researchers, product managers and founders who run their own customer surveys. Basic familiarity with averages and percentages is enough; the statistics are explained as you go. Course 1 is helpful but not required.

How the course works

Each lesson explains one step of the method in plain language and then sends you to a free tool on this site with the data already loaded, so you practise on a real analysis as you read. A short quiz at the end of every lesson checks your understanding. Create a free student account to save your progress on every device. After the last lesson, pass the final assessment with 70% or more to earn a certificate of completion that you can download as a PDF at any time and that anyone can verify online. There are no fees, no deadlines and nothing to install.

Syllabus

1. 1Plan a marketing research studyTurn a business problem into research objectives, choose a design, write a good questionnaire and decide how many respondents you need.15 min
2. 2Measure satisfaction: NPS and SERVQUALCalculate the Net Promoter Score with confidence intervals, compare groups correctly, and find service quality gaps with SERVQUAL.20 min
3. 3Find what drives satisfaction: key driver analysisIdentify the attributes that drive overall satisfaction with relative weights and Shapley values, and combine importance with performance.15 min
4. 4Classify features with the Kano modelAsk functional and dysfunctional questions, classify features as must-be, one-dimensional, attractive or indifferent, and use the Better and Worse coefficients.15 min
5. 5Rank priorities with MaxDiff and optimise reach with TURFUse best-worst scaling to rank many items reliably, and TURF analysis to choose the combination of products that reaches the most customers.20 min
6. 6Pricing research: Van Westendorp and Gabor-GrangerFind the acceptable price range and optimal price with the price sensitivity meter, and build a demand curve to maximise revenue or profit with Gabor-Granger.20 min
7. 7Conjoint analysis: trade-offs and willingness to payDesign conjoint studies, estimate part-worth utilities and attribute importance, and calculate willingness to pay with choice-based conjoint.20 min
8. 8Map brand positioning: correspondence analysis and MDSTurn brand-attribute tables and ratings into perceptual maps, judge their quality, and interpret positions, distances and attribute directions.15 min
9. 9Segment customers and present the findingsFind segments with latent class and latent profile analysis, choose the number of segments, name them, and turn the whole study into recommendations.20 min
10. ✓Final assessment and capstone12 questions on the whole course; 70% unlocks your certificate.20 min

Tools you will use

Frequently asked questions