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Learner Reviews & Feedback for Market Research and Consumer Behavior by IE Business School

4,512 ratings

About the 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


Jun 28, 2020

Nice and systematic presentation of the contents help to gain the knowledge to anyone.

Really nice and helpful for me , it develops a basic ideas of market and customer relations understanding.


Apr 9, 2020

Thank-you for the course. Amazing professor and his teaching style. Gained a lot of clarity and insight towards how to conduct research, choose a sample, frame hypothesis and avoid making errors.

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By Monisha P

Aug 11, 2020


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Aug 2, 2020


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Jul 29, 2020



Jul 6, 2020


By Shone G

Jul 4, 2020


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Jun 13, 2020


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Jun 11, 2020


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May 27, 2020


By Satya U D

Nov 18, 2018


By Aleksandra B

Nov 1, 2021

To my deep regret, I didn't find this course particularly useful. First, there is too little real life examples. Professor Sinha uses some basic examples like "imagine you are buying a ketchup" - I mean, with experience and knowledge of Shameel Sinha, is this the only exmaple Professor could come up with? Like, are not there any better real-life exampels out there to bring in to the classroom?

Second, readings were either too old (in week 1, the reading assignment dates to something like 1960s?) or out of context (for week 2, reading was about some out of place research on how British value brands regarding brands' ecological pursuits). like, with overall 30min of videos to cover a topic, was not here anything else to read? anything of more relevance and knowledge?

Third, there are many mistakes in the slides (e.g. casual reserach instead of causal research).

Fourth, i had a feeling that course was like ended where it should not have been ended. In the very last video, Professor Sinha says "I will see you in the last video" - what? It is the end of the course!

Overall, i feel like i have read a booklet rather than entered a 4-week course.

I hope IE changes this, so its courses live up to expectations.

By Leona W

Apr 17, 2020

The word CAUSAL is spelled Casual in most of the written content.

The content is very heavy on terminology in week three and not very explanatory

The switch from companies researching source markets and consumer behaviour to how a consumer researches products in week three does not seem particularly relevant and only acts to confuse - also, why are there two role play videos here? These felt like a waste of time.

Also the video explaining variables, the slides are not effective, they are confusing and do not work to assist reinforcement of the concepts explained.

Terminology in the quizzes is sometimes not present at all in the lectures which makes selecting an answer more confusing than necessary

Intro music for each video is too long - should not exceed 5 seconds

In the video on how to measure and scale customer attitudes, the content again is jumbled and confusing. It is not put into any context - what do each of these different options aim to achieve? Which type should be used when, and why?

Readings were very good

In summary, this course functions to test memory of terminology, but not very well in explaining concepts. I could do this better with a book.

By fatemeh s

May 18, 2020

The material was good, but the course has room to be better. I had higher expectations of it in comparison to the previous courses I have passed on coursera. The seems to be a lack of clear and reliable structure, and the segments seem to bleed into each other. The slides were not very helpful, either they weren't consistent or just lacked structure and clarity. The extra material for reading was good but not nearly enough! They were good and reliable and essential, but I think they can be updated and added to considering the drastic changes the industry has experienced in the past decade, and there are many more and vast domains and new practices to explore! finally the quizes were not very helpful, they didn't cover enough of the material and it would have been nice if the feedbacks were elaborate and specific, rather than just marking correct or false. Thank you!

By Ahmed M A E A

May 1, 2020

Generally speaking, the topics covered were important, but not well represented, some videos are listed out of order, I guess some topics weren't added to the course after recording (Week 3 & 4) . The last 2 quizzes included questions about uncovered content. The "Customer Behavior" videos were informative and easy to understand and relate to. The "Market research" videos were, from my engineering background perspective, too detailed in some less important topics and less detailed in key topics like Data Sampling & the general process of marketing research.

For a beginner with no previous experience like me, the course is not a bad entry point to the field, but yet needed to be supplied by further readings and more projects.

By Sofia V

Jun 20, 2020

O curso foi bom para refrescar ideias e conceitos. Bom para iniciantes também.

Alguma falha na explicação de conceitos ou na aplicação dos mesmo em exemplos de "vida real". Por vezes, tornam os conceitos mais confusos, ao invés de os esclarecer. Em alguns casos os testes também mencionam conceitos e ideias nunca antes mencionados e esclarecidos nos recursos providenciados pelo curso. Ou seja, é necessário fazer alguma pesquisa para além do curso.

O forum é um óptimo recurso para esclarecer dúvidas e compreender os "novos conceitos".

De forma geral, o curso foi útil e faz-se rápido :)

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 Ihsan M

Sep 21, 2018

I liked the consumer behavior part of this course. It was nice, useful, and well-explained and the content was good. Whereas the market research part of this course was boring (the videos were boring but the topic is an interesting one!), and it was superficial. I had to rely on Google many times to get extra information or even clarification/examples. Market research is huge and isn't something which can be taught in 1-2 hours video. I think IE should work on creating better content and publishing a better course on market research.

By Sian B

Feb 16, 2021

The Course gives a good overview of market research and consumer behaviour. There are key concepts that are examined in the quizzes, but not brought out well enough in the course content itself. I enjoyed the videos and the teaching style fits perfectly with a busy working life. I'd find a summary / glossary of key concepts and terms beneficial and looking at the conversation feeds, I am not the only one.

By Jesús F A C

Aug 16, 2016

It was a very theoretic course.

I would have enjoyed it more if more real life examples were compared with all the theory.

At some points I found it too tedious, even though I found marketing an interesting subject, I have to say that the last 2 weeks I found it really hard to pay attention and follow the class.

Ways to improve it: More real life examples and more visual explanations.

By Moupiya U

Jun 15, 2018

I enjoyed being introduced to different methodologies of market research and behavioural economics. The course give us glimpse of each topic. However, Prof. Shameek seems to be highly knowledgable and hence, I wish we could gain detailed knowledge in this course. Also, assignments on practically applying the theory we learned would be highly beneficial.

By Bernardo R

Oct 24, 2017

Overall is a very basic course that gives you a general idea of what market research is and how consumer behavior is perceived by marketers. However, I have already done some other courses related to IE Business School that are more in-depth and have very valuable information. I was expecting the same kind of experience with this course.

By Sarah A

Aug 6, 2018

There are typos throughout the course that are distracting. At one point, I believe he accidentally contradicts himself when talking about Experimental Designs, because for one of the three designs he says it does and doesn't give marketers control over the test subject. Visual slides and using Tiffany as an example were helpful!

By Syeda A H

Jul 28, 2019

A refresher of previously studied concepts. Major Limitations of this course are:

1) Reliance on theory rather than practical examples (like, multiple measurement scales and data sets could have been explained to build some practical connection with each definition).

2) The instructor and his delivery method isn't captivating.

By Caperton G

Dec 1, 2019

The information conveyed was useful, and I'm confident it will be applicable to my career moving forward. The only real downside was the instructor's heavy accent -- the early weeks weren't a huge problem, by the time we got into Categorical Data, Metric Data, and Hypothesis Testing, I couldn't understand him at all.

By Alan M

Mar 10, 2023

It was good but it's not what I expected, it could improve the examples and the way in which the information is presented, the exhibitor handles strange explanatory videos. Some questions in the evaluations do not match the answer, it generates a bad taste in the mouth when answering and taking the course.

By David P G

Sep 22, 2017

The materials provided are in general enough to pass the exams, but not high quality by any standards. Some portability issues with the docs. I would recommend to provide them in PDF format as there are no animations. The answer to some questions in the quizzes could not be found in any videos.