CS Market Research & Analysis 5

Question 1

A strategist uses the Kano Model to categorize product features. Which category describes features whose absence causes dissatisfaction but whose presence goes unnoticed?

Accepted Answer

Basic (must-be) features

Answer

Basic or 'must-be' features are expected by customers and cause dissatisfaction if absent, but they do not generate satisfaction or delight when present.

Question 2

Which approach is MOST effective for validating a market sizing assumption derived from a top-down analysis?

Accepted Answer

Conducting a bottom-up build using unit economics and channel capacity

Answer

Bottom-up analysis using unit economics and realistic channel throughput provides an independent, ground-level cross-check of top-down market size estimates.

Question 3

What is the primary strategic risk of using only internal sales data for market analysis?

Accepted Answer

It creates survivorship bias by only reflecting customers you've already won, missing lost deals and non-customers

Answer

Relying solely on internal sales data creates a selection bias because it only reflects existing customers, ignoring the broader market of prospects, churned customers, and non-adopters.

Question 4

A company wants to understand how consumers trade off price against product features. Which research technique is MOST appropriate?

Accepted Answer

Conjoint analysis

Answer

Conjoint analysis measures consumer preference trade-offs by asking respondents to evaluate product profiles with varying feature and price combinations, revealing willingness to pay.

Question 5

In competitive analysis, what is the key distinction between a direct competitor and a substitute competitor?

Accepted Answer

Direct competitors offer the same product category; substitutes fulfill the same customer need through a different product or service

Answer

Direct competitors offer functionally similar products in the same category, while substitutes satisfy the same underlying customer need through fundamentally different means.

(CS) Certified Strategist Practice Test

(CS) Certified Strategist Practice Test

CS Market Research & Analysis 5