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Survey analysis to Gain Marketing Insights
  • Level Foundation
  • Duration 6 hours
  • Course by Emory University
  • Offered by

About

How do consumers see your brand relative to your competitors? How should a new product be positioned when it’s launched? Which customer segments are most interested in our current offerings? For these questions and many others, surveys remain the tried and true method for gaining marketing insights. From one-off customer satisfaction surveys to brand tracking surveys that are administered on a continuous basis, they provide the information that marketers need to understand how their products, services and brands are seen by consumers. In Analytic Methods for Survey Data, learners will become familiar with established statistical methods for converting survey responses to insights that can support marketing decisions. Techniques discussed include factor analytics, cluster analysis, discriminant analysis and multi-dimensional scaling. These techniques are presented within the STP (Segmentation, Positioning, Targeting) Framework, enabling learners to apply the analytic techniques to develop a marketing strategy. It is recommended that you complete the Meaningful Marketing Insights course offered by Coursera before taking this course. Note: This course would require using XL Stat, an Excel Add-on that students would need to purchase. XL Stat offers a 30-day free trial, so students could complete this course without incurring additional expense.

Modules

Introduction to Factor Analysis

    • 2 Videos
    • 3 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 1 Quiz

1 Discussions

  • Pre-course Discussion

2 Videos

  • Using Factor Analysis to Identify Underlying Constructs - Part 1
  • Using Factor Analysis to Identify Underlying Constructs - Part 2

3 Readings

  • Collecting and Reporting Survey Results
  • The Sharing Economy
  • Module 1 "Walk-through"

Implementing Factor Analysis

    • 3 Videos
    • 1 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Practice Quiz - Module 2
  • Module 2 Quiz

3 Videos

  • Using Factor Analysis to Identify Underlying Constructs - Part 3
  • Using Factor Analysis to Identify Underlying Constructs - Part 4
  • Using Factor Analysis to Identify Underlying Constructs - Part 5

1 Readings

  • Module 2 "Walk-through"

Customer Segmentation

    • 3 Videos
    • 4 Readings
    • 1 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Practice Quiz - Module 3
  • Module 3

1 Discussions

  • Discussion: Customer Segmentation

3 Videos

  • Customer Segmentation - Part 1
  • Customer Segmentation - Part 2
  • Customer Segmentation - Part 3

4 Readings

  • In Retail, Profiling for Profit
  • Delta Changes SkyMiles to Require Minimum Spend
  • Starbucks in changing its rewards program, and people are not happy about it
  • Module 3 "Walk-through"

Perceptual Maps

    • 2 Videos
    • 2 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Discussion - Module 4

2 Videos

  • Building Perceptual Maps - Part 1
  • Building Perceptual Maps - Part 2

2 Readings

  • A Better Way to Map Brand Strategy:
  • Five Steps to Change the Perception of Your Brand

Auto Summary

"Survey Analysis to Gain Marketing Insights" is a practical course designed for those in the sales and marketing field looking to harness the power of surveys for strategic decision-making. Led by industry experts on Coursera, this foundational course delves into key statistical methods such as factor analysis, cluster analysis, discriminant analysis, and multi-dimensional scaling, all within the STP (Segmentation, Positioning, Targeting) framework. Learners will explore how to interpret survey data to understand brand perception, product positioning, and customer segmentation. The course spans 360 minutes, offering a comprehensive, hands-on learning experience. A notable prerequisite is the "Meaningful Marketing Insights" course, also available on Coursera. Additionally, students will need XL Stat, an Excel add-on (with a 30-day free trial available), to fully engage with the course material. Targeted at marketing professionals and enthusiasts at a foundational level, this course is available through the Starter subscription, making it accessible to a broad audience eager to enhance their marketing analytics skills.

David Schweidel
Instructor

David Schweidel