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Market Research and Consumer Behavior

Approx. 6 hours to complete

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Course Summary

This course teaches the fundamentals of market research, including designing research studies, collecting and analyzing data, and creating actionable insights.

Key Learning Points

Learn the basics of market research, including designing studies and analyzing data
Explore various research methods and techniques, such as surveys, interviews, and focus groups
Discover how to turn data into actionable insights that drive business decisions

Learning Outcomes

Design and execute a market research study
Collect and analyze data using a variety of research methods
Create actionable insights that drive business decisions

Prerequisites or good to have knowledge before taking this course

Basic knowledge of statistics
Familiarity with Excel or other data analysis software

Course Difficulty Level

Intermediate

Course Format

Online self-paced course
Video lectures
Quizzes and assignments

Similar Courses

Marketing Analytics
Consumer Behavior

Related Education Paths

Notable People in This Field

Neil Patel
Seth Godin

Related Books

Description

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!

Outline

Consumer Behavioral Fundamentals
Course Trailer
Why is Consumer Behavior Important in the Marketing Process Framework?
The Consumer Behavior Process
The Consumers' Attitudes Perspective
The Contiuum of Consumers' Thought Process
Prospect Theory: How Your Customers' Rationality Affects Their Decisions
Understanding Your Customers' Limits
The Continuum of Buying-Decision Behavior
Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior
Graded Quiz

The Consumer Decision Process
Stages of the Consumer Decision-Making Process
Need Recognition and Information Search
Evaluation of Alternatives & Purchase
Post-Purchase Evaluation
What Constraints do Consumers Enounter?
Information Processing and Overload
How Perceptions & Attitudes Affect Consumers' Decisions
Reading: Consumer Attitudes and Perceptions on Sustainability
Graded Quiz

Marketing Research Fundamentals
The Importance of Marketing Research & Its Role In Marketing Management
The Steps to Conducting Marketing Research
Types of Market Research
Exploratory, Descriptive and Causal Research – Part I
Exploratory, Descriptive and Causal Research – Part II
Types of Experimentation
Validity & Reliability
Types of Experimental Designs
Graded Quiz

Marketing Research Data Collection & Analysis
Primary Data in Market Research
Secondary Data & Scales of Measurement
How to Design a Questionnaire
How to Measure and Scale our Consumers' Attitudes
Target Population and Sampling
Categorical Data, Metric Data & Hypothesis Testing
Self-Reports: How the Questions Shape the Answers
Graded Quiz

Summary of User Reviews

Discover the ins and outs of market research with this comprehensive course from Coursera. Students rave about the engaging and informative content, with many citing the real-world examples and practical applications as a major highlight. While some users found the course to be time-consuming, others praise the self-paced nature and flexibility of the program.

Key Aspect Users Liked About This Course

Real-world examples and practical applications

Pros from User Reviews

Engaging and informative content
Great for beginners
Flexible self-paced format
In-depth coverage of market research techniques
Practical and applicable knowledge

Cons from User Reviews

Time-consuming
Some sections may be too basic for experienced professionals
Limited interaction with instructors
No hands-on projects or assignments
Lacks depth in certain areas

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