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Market Research and Consumer Behavior
  • Level Foundation
  • Duration 6 hours
  • Course by IE Business School
  • Offered by

About

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!

Modules

The Building Blocks

    • 2 Videos
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2 Videos

  • Course Trailer
  • Why is Consumer Behavior Important in the Marketing Process Framework?

Attitudes and Thought Process

    • 3 Videos
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3 Videos

  • The Consumer Behavior Process
  • The Consumers' Attitudes Perspective
  • The Contiuum of Consumers' Thought Process

Behavioral Approaches: Prospect Theory

    • 3 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Graded Quiz

3 Videos

  • Prospect Theory: How Your Customers' Rationality Affects Their Decisions
  • Understanding Your Customers' Limits
  • The Continuum of Buying-Decision Behavior

1 Readings

  • Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior

The Decision Sequence

    • 4 Videos
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4 Videos

  • Stages of the Consumer Decision-Making Process
  • Need Recognition and Information Search
  • Evaluation of Alternatives & Purchase
  • Post-Purchase Evaluation

Constraints on Decision Process

    • 2 Videos
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2 Videos

  • What Constraints do Consumers Encounter?
  • Information Processing and Overload

Perceptions & Attitudes

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Graded Quiz

1 Videos

  • How Perceptions & Attitudes Affect Consumers' Decisions

1 Readings

  • Reading: Consumer Attitudes and Perceptions on Sustainability

Marketing Research & Its Role in an Organization

    • 2 Videos
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2 Videos

  • The Importance of Marketing Research & Its Role In Marketing Management
  • The Steps to Conducting Marketing Research

Research Designs

    • 3 Videos
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3 Videos

  • Types of Market Research
  • Exploratory, Descriptive and Causal Research – Part I
  • Exploratory, Descriptive and Causal Research – Part II

Experimental Research Fundamentals & Effects

    • 2 Videos
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2 Videos

  • Types of Experimentation
  • Validity & Reliability

Experiment Design

    • 1 Videos
    • 1 Assignment
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1 Assignment

  • Graded Quiz

1 Videos

  • Types of Experimental Designs

Types of Marketing Data

    • 2 Videos
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2 Videos

  • Primary Data in Market Research
  • Secondary Data & Scales of Measurement

Data Collection in Survey Research

    • 2 Videos
    • 1 Readings
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2 Videos

  • How to Design a Questionnaire
  • How to Measure and Scale our Consumers' Attitudes

1 Readings

  • Self-Reports: How the Questions Shape the Answers

Sampling

    • 1 Videos
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1 Videos

  • Target Population and Sampling

Data Analyses Fundamentals

    • 1 Videos
    • 1 Assignment
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1 Assignment

  • Graded Quiz

1 Videos

  • Categorical Data, Metric Data & Hypothesis Testing

Auto Summary

Embark on your marketing adventure with the "Market Research and Consumer Behavior" course, a foundational offering in the Sales & Marketing domain. This comprehensive course, presented by Coursera, is designed to lay the essential groundwork for crafting a successful marketing strategy. The course is divided into two key sections: Market Research and Consumer Behavior. In the Market Research module, you'll acquire the tools and techniques needed to transform decision problems into actionable research questions, design effective research plans, analyze data, and interpret survey reports. You'll learn to translate these insights into practical recommendations that drive strategic decisions. The Consumer Behavior section delves into the consumer decision-making process, examining every critical moment from identifying a need to the final purchase and consumption of a product. You'll gain a deep understanding of how consumers make decisions, the psychological and emotional factors at play, and the variables that influence their choices. This knowledge will help you adopt a consumer-centric approach in your managerial decisions. With a total duration of 360 minutes, this course is suitable for beginners who are looking to build a strong foundation in marketing. It is available through Coursera with two subscription options: Starter and Professional. Ideal for aspiring marketers and business professionals, this course equips you with the insights needed to understand your product's market position and develop a robust marketing strategy. Join this course to kickstart your marketing journey with a solid understanding of market research and consumer behavior!

Shameek Sinha
Instructor

Shameek Sinha