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Market Research and Consumer Behavior, IE Business School

826 ratings
178 reviews

About 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!...

Top reviews


May 05, 2018

I have learnt so much on the fundamentals of Consumer Behaviour and Market Research. Thank you to Professor Sameek Sinha for the guidance and excellent delivery of the module lesson.


Aug 17, 2018

The lessons are well planned and have very good insights. The explanation of concepts with real time examples with help of video is awesome. A very well designed course.

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175 Reviews

By Natalia

Mar 18, 2019

Really not the best course. Mistakes, no structure, has nothing or very little to do with the reality of Consumer and Market Research.

By Christopher Kelly

Mar 09, 2019

Overall good course, they could work on presenting the information in a more organized fashion.

By Bárbara Cusati Velazco

Mar 03, 2019


By Vivek Kumar

Mar 03, 2019

The course was very helpful

It gives a knowledge about how customer behave in a market and how one seller can sell his products to the customer and how market research can be done how questionnaires can be made what are the measurement levels of product.

By Temitayo Etomi

Mar 02, 2019

Not too bad

By Alaa

Feb 26, 2019

The information was excessive for 4 weeks. There is no proper list of all the headers and sub-headers for the entire course. Some slides did not have English subtitles. The words were sometimes mispronounced by the instructor, making it difficult to only listen without reading the content. The examples were to general and not every presentation illustrated the information (we did not know if certain companies use certain techniques in the marketing research). Overall, I would not recommend it for other students but this is due to the way the information has been displayed.

By Aditi Singh

Feb 17, 2019


By Abena

Feb 09, 2019

Good introductory course to market research. There were a few typos in the slides that made the content a bit confusing, but other than that, this was a good course to take!


Feb 06, 2019

good couse

By Juan Feal

Jan 29, 2019

The last class, related to hypothesis testing was a little confusing.