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

4.4
stars
4,635 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

NS

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.

S

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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901 - 925 of 1,007 Reviews for Market Research and Consumer Behavior

By Thet N S

Jun 4, 2020

in week 4, i want more practical examples.

By Sebastian S

Aug 31, 2017

The English of the teachers could be b

By nayla

Apr 2, 2018

It was too theoretical in my opinion.

By Maged M A

Jul 3, 2020

Not enough examples for a beginner

By Fátima M L

May 27, 2017

Very superficial; very basic stuff

By Cristian B

Oct 7, 2020

need more examples on definitions

By Armando M

Aug 24, 2020

Requires more practical examples

By Andrew J B

Sep 15, 2021

Instructor seemed dispassionate

By Chaitanya M

Apr 27, 2020

Some Live Tutorials were great.

By shorn

Aug 24, 2017

Some aspects are confusing.

By Camila A

Nov 21, 2022

Was not what I expected

By An s

Aug 24, 2020

Orator could be better.

By Shivaprasad B A

Dec 13, 2022

Nice But Bit Boring

By Ajinkya A W

Dec 9, 2018

content is good

By MOHAMMAD R

May 15, 2020

Its helpful

By sahil s

Sep 11, 2017

Too basic

By Devkant K

Apr 25, 2020

Average

By Aabid A S

May 2, 2021

Great

By Shubham k s

Sep 30, 2020

GOOD

By iraiamuthan.v

Dec 11, 2020

No

By Jan A

Feb 6, 2023

I’m giving this two stars because what material was covered was well done. However, if you’re looking for a course that can be completed with the provided materials, this isn’t it. There are issues addressed going back years on the student forums for each week relating to questions on the graded quizzes. Each week, there is at least one question that is not covered at all in the course material and when the information is sourced elsewhere, the answer found doesn’t match up with the course’s “correct” answer. Teaching assistants have replied That they will look into the issue, but here we are up to 5 years later and the questions aren’t corrected. Other tested content is only covered in power point presentations that one wouldn’t know existed unless they had scoured the forums for guidance. OVerall, I think Coursera needs to have the producers of this course pull it and make it accessible (or at least have the correct test answers) for students. It is a course certificate that many of us in marketing would love to have, but I have to walk away before completing the courses because the frustration just outweighs the benefit.

By Nicholas M F

Aug 8, 2017

Really disappointing. Some practical issues: no downloadable slides; no feedback to wrong answers on quiz (only show question and whether got it right or wrong -not even the possible answers); full of confusing typos (casual research instead of causal). Poorly presented. Skims over important concepts, while painfully labouring the utterly obvious (yes, one really gets it after countless videos that Tiffany has run out of milk for her coffee and that this is what drives her purchase decision, whereas buying a computer is more involved and buying clothes somewhere in between). Practical examples would also really help. Not a good advert for IE, and really don't understand some of the rave reviews for this course. On the positive side: the academic papers on risk aversion (prospect theory) and self-reporting (how questions shape answers) were really enlightening, and seeing these alone makes up for the sheer pain of wading through the course itself.

By Ishank C

May 27, 2020

Consumer Behavior portion was alright, but a huge dissatisfaction with the Market Research part. Extremely less content under Market Research, can't be categorized even under "Overview of Market Research". Videos are missing, I have noticed at least 2 videos to be missing. Confusing example of a consumer buying behavior demonstration shown under market research. Many times, some important concepts are just read out as they are in the PPT with not even a definition of those technical words. There are a lot of problems and issues in the Market Research part, have listed a few only. Many in the discussion forum have also raised similar concerns.

By Jennifer A

Aug 27, 2016

We are getting basic ideas, but going through all the information structuring the ideas too quickly, with NO examples / limited examples, which is what will teach us the most. Then, we get to the quiz with questions where we have to apply real life examples to the structured learning and it's very difficult. Instead, too much time spent on videos of "role playing" - just spend time giving proper examples we can learn from instead of blasting through them. Furthermore, the professor is difficult to understand a lot of the time.

The visuals are the best part of the course.

By Colleen S

Sep 3, 2021

This course had a lot of good information. The problem and reason I gave it 2 stars is that a lot of information is missing. The videos do not relate to questions on the quiz. You have to download a resource powerpoint to view information which is not addressed in the video content. It would also be helpful to give more examples throughout the course. I recommend that this course is completely redone with new videos (week 2 was a waste of time) and powerpoint topics are included in the videos. Please fix it so people can understand what is being discussed in the course.