Final assessment: Marketing Research with Survey Data
Pass with 70% or more to unlock your certificate. You can retake it as often as you like; your best score counts.
This assessment covers all nine lessons. Each question describes a decision you would face in a real marketing research project.
Optional capstone project
Design a short survey for a product or service you know: an NPS question with a reason, six to eight satisfaction drivers, Kano questions for four features and the four Van Westendorp questions. Collect at least 30 responses from friends or classmates, analyse them with the NPS, key driver, Kano and Van Westendorp tools, and write a one-page recommendation with three headline findings.
Assessment questions
Choose one answer per question, then submit. Your answers are graded on our server; the explanations appear after you submit.
Q1A company asks: “Which of 15 possible features should we include in the next release?” Which method gives the clearest ranking?
Q2You want ±5% precision for a percentage in a large population at 95% confidence. How many completes?
Q3NPS is 20.4 in one channel and −5.0 in another. What else do you need before concluding they differ?
Q4Which SERVQUAL result points to the first improvement priority?
Q5Drivers are strongly correlated. Which importance measure is most appropriate?
Q6A feature has Better = .20 and Worse = −.85. Which Kano category fits?
Q7A TURF analysis finds that the three most popular items reach 80% but a different set reaches 88%. Why?
Q8In Van Westendorp, what does the optimal price point represent?
Q9In a Gabor-Granger study with a unit cost of 12, the profit-maximising price is above the revenue-maximising price. Why?
Q10In CBC, the price coefficient is −0.01 per unit and a feature adds 0.6 utility. What is the willingness to pay?
Q11An MDS map has stress = .04. How do you describe the fit?
Q12Latent profile models with 2, 3 and 4 classes have BIC 6450, 5939 and 5961, and the 4-class model has a 4% class. Which do you choose?