Market Research and Consumer Behavior

Market Research and Consumer Behavior

This course is part of Marketing Strategy Specialization

Instructor: Shameek Sinha

What you'll learn

Conduct marketing research, interpret the findings, understand consumer behavior, and use this knowledge to develop effective marketing strategies

Skills you'll gain

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Assessments

4 assignments

Taught in English

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This course is part of the Marketing Strategy Specialization

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There are 4 modules in this course

Your marketing quest begins here! The first course in this specialization lays the neccessary groundwork for an overall successful marketing strategy. It is separated into two sections: Market Research and Consumer Behavior.

Gain the tools and techniques to translate a decision problem into a research question in the Market Research module. Learn how to design a research plan, analyze the data gathered and accurately interpret and communicate survey reports, translating the results into practical recommendations. You will then focus in on the consumer decision-making process, highlighting the key moments from identifying a need to buying and consuming a product. Adopt a true “consumer focus” in your managerial decisions by analyzing how consumers make decisions, what happens (in their hearts and minds) at different stages of the decision making process, and the variables that influence those decisions. This course will equip you with the knowledge required to understand the state of your product before approaching the market strategy. There’s no better place to build the foundations of your marketing journey!

This Course consists of two blocks: Marketing Research and Consumer Behavior. First, learners will see the tools and methods to be able to effectively conduct (or hire) and interpret marketing research. Second, they will learn the foundations of consumer behavior and the consumer decision-making process and how to use this knowledge in the formulation of effective marketing strategies and tactic. In this first module, you will head-dive into your consumer's thought-processes to really get to know what makes them tick, and, more specifically, what makes them make their purchase decisions. Getting into the mind of your customer is the first step in developing a marketing strategy that is effective.

What's included

8 videos1 reading1 assignment

8 videosTotal 39 minutes

Course Trailer0 minutesPreview module
Why is Consumer Behavior Important in the Marketing Process Framework?6 minutes
The Consumer Behavior Process8 minutes
The Consumers' Attitudes Perspective4 minutes
The Contiuum of Consumers' Thought Process5 minutes
Prospect Theory: How Your Customers' Rationality Affects Their Decisions5 minutes
Understanding Your Customers' Limits4 minutes
The Continuum of Buying-Decision Behavior4 minutes

1 readingTotal 18 minutes

Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior18 minutes

1 assignmentTotal 30 minutes

Graded Quiz30 minutes

Module 2 will guide you through the consumer decision-making process. Here you will explore how a potential-buyer researches a product, how they make their purchase decision, and their post-purchase evaluation. You will also understand the difference between consumer markets and business markets.

What's included

7 videos1 reading1 assignment

7 videosTotal 36 minutes

Stages of the Consumer Decision-Making Process4 minutesPreview module
Need Recognition and Information Search4 minutes
Evaluation of Alternatives & Purchase4 minutes
Post-Purchase Evaluation4 minutes
What Constraints do Consumers Encounter?4 minutes
Information Processing and Overload7 minutes
How Perceptions & Attitudes Affect Consumers' Decisions6 minutes

1 readingTotal 50 minutes

Reading: Consumer Attitudes and Perceptions on Sustainability50 minutes

1 assignmentTotal 30 minutes

Graded Quiz30 minutes

In the second half of this course, you will explore the world of marketing research. In Module 3, Professor Sinha will share with you the importance of market research and how to acquire data. Later, you will delve into the different types of experimental research and design.

What's included

8 videos1 assignment

8 videosTotal 41 minutes

The Importance of Marketing Research & Its Role In Marketing Management6 minutesPreview module
The Steps to Conducting Marketing Research5 minutes
Types of Market Research7 minutes
Exploratory, Descriptive and Causal Research – Part I5 minutes
Exploratory, Descriptive and Causal Research – Part II3 minutes
Types of Experimentation4 minutes
Validity & Reliability4 minutes
Types of Experimental Designs3 minutes

1 assignmentTotal 30 minutes

Graded Quiz30 minutes

In the last Module of this course, you will learn with more detail the various types of data acquired during the marketing research process and how to evaluate and assess it. Discovering the importance of, and how to create an effective survey, will also be covered.In the second half of this course, you will explore the world of marketing research.

What's included

6 videos1 reading1 assignment

6 videosTotal 29 minutes

Primary Data in Market Research3 minutesPreview module
Secondary Data & Scales of Measurement4 minutes
How to Design a Questionnaire6 minutes
How to Measure and Scale our Consumers' Attitudes6 minutes
Target Population and Sampling2 minutes
Categorical Data, Metric Data & Hypothesis Testing5 minutes

1 readingTotal 40 minutes

Self-Reports: How the Questions Shape the Answers40 minutes

1 assignmentTotal 30 minutes

Graded Quiz30 minutes

Instructor

Instructor ratings

4.3 (1,078 ratings)

Shameek Sinha

IE Business School

4 Courses160,901 learners

Offered by

IE Business School

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Reviewed on May 10, 2020

Very informative on the basic principles involved in marketing and consumer behavior. The professor was very clear and engaging throughout the four weeks and explained topics concisely.

Reviewed on Nov 25, 2020

The course was very helpful. It helped me refresh all my consumer behavior knowledge and addressed my blurred area of market resarch as a whole. The key was the detail explanatory videos.

Reviewed on Sep 23, 2021

I would like to thank everyone involved for this great course. I enjoyed it and it covered some important fundamentals in the field. However, use of more practical examples could be more helpful.

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