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

4,508 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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801 - 825 of 973 Reviews for Market Research and Consumer Behavior

By Isabelle K

Apr 11, 2020

A lot of topics and material which was presented efficiently (good slide formatting) but spoken way too quickly by the professor so that it appeared he was not very involved in the topics and sub topics. The videos helped balance the statistical and imperial information.

By Joel Z

Apr 3, 2021

I completed the course with very little practical skills. If you want to learn all theory, with limited practice or tools then this is the course for you.

Just the feeling that you completed a course, got the certification yet didnt actually learn much.

By rohan s

Dec 1, 2016

On a whole I am satisfied with he expanse of the course curriculum. However, I wished it covered certain in greater depth such as the Quantitative methods of Marketing Research. Also certain parts of the Consumer Behaviour section were quite repetitive.

By Sam L

May 28, 2021

A few quiz questions didn't seem to be covered in the videos. The instructor often used confusing wording. The marketing research portion is really geared more toward academic survey research than private market research, which is misleading.

By Shubhangi

Apr 5, 2020

I believe the course was not complete because, in the last video of the course, the instructor mentioned something to be taught in the next video. Also, the last week's videos seemed to be completed hastily. Otherwise, the course was good.

By Pablo J G G

Jun 12, 2020

The instructor does not have a logical order to explain the information , I mean step 1 , step 2 to step 3.

In my perspective he explains like Step 2 , Step 1 to Step 3; also, I would appreciate that he provide the slides of the course.

By Nivethitha P

May 26, 2019

was satisfied with the content related to consumer behaviour part, but the market research part needs more elaborate explanation and examples. overall its an ok introductory course but the practical takeaway in this course is very low.

By Atharva k

Jun 21, 2020

the contents of the course were really good and relevant. however , those concepts were not very well elaborated and explained in the videos as expected. lack of number of examples given of many important concepts in the course.

By Jorge A R

Aug 18, 2020

Good basic course. However, the data analysis section could add more details. There was a significant number of grammar errors on the video texts that could be corrected. Also, the accent was not always easy to understand.

By Nevce G

Dec 20, 2020

I would have expected a lot more real life examples to the concepts; instead this course was more on the theoretical side. Yet, it was a good course for beginners or for people who want to take a refresher like myself.

By Kejia G

Apr 17, 2020

The time was not assigned wisely. For Example, in Week 2, there's a lot of repeatability for very simple questions but in Week 3 which needs more examples and detailed demonstration the presentation was way to swift.

By Brittany O

May 1, 2020

Content was pretty dry and very concept-definition heavy. The purchase analysis examples helped. Some of the quizzes questions were incorrect based on what the videos relayed. Quiz time came to be very confusing.

By Anthony C

Dec 15, 2016

I really liked the 2 first weeks, but when it came to the week 3 and 4 I started struguling more understanding the meaning of the multiple equation that where explained because of a lack of real life context use.

By Niraj A

Feb 22, 2018

The course could actually add more information the various methods and terms which are important. Some part of the course did not have enough examples to explain which made me refer different videos on youtube.

By David S Y C

May 1, 2020

Good course overall, some topics weren't explained or not at that depth and these were asked during the quizes. Could improve updating the readings.

I liked that the videos are short and concise.

By luiz f

Apr 26, 2020

The last week wasn't good, I think the teacher could've presented cases instead of just talking about theory. Other weeks were kind of good, but a lack of real life examples is a problem.

By Sagar H

Apr 17, 2019

The course should cover some more basics on Market Research, and the course is very theoretical without some vital examples with which it would be easier for a student to understand

By Itsaso

Aug 19, 2019

Con respecto a los artículos de prensa de referencia son un poco prácticos. Podrían ponerse links a webs o subirlos en otro formato, pero el .pdf escanneo se hace 'denso' de leer

By Faith P

Feb 7, 2022

Difficult to understand accent at first, however understood more towards the end of the course. There are some quiz questions that are difficult to find in the course materials.

By Noah W

Apr 12, 2020

Decent course for very basic concepts to do more research on. Instructor was not great. Didn't regret taking though. Definitely learned a few things and brushed up on others.

By Vania T

Jun 17, 2021

The course need more example and practical learning rather than theory, however it is suitable for a beginner since it actually give you something to learn.


Jul 9, 2020

The course should be in detail and also some mcqs are not understandable questions are difficult in research module you can improve research lecture

By kuldeep s

Oct 2, 2016

Not up-to the expectation. Course content was not of that much strength. Other parameter were pretty well and test question of week 3 were good.

By Manizaay G

May 24, 2021

Hi, my name is Manizaay Gala. I completed the course and passed all 4 graded quiz's, still haven't received my certificate for the same.

By Panagiotis N

Oct 3, 2016

Quite interesting course, I would prefer more practical examples. Week 4 could have been split in more sections. Was difficult to follow.