Market Research and Consumer Behavior

Market Research and Consumer Behavior

This course is part of Marketing Strategy Specialization

Instructor: Shameek Sinha

157,152 already enrolled

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4 modules

Gain insight into a topic and learn the fundamentals.

4,884 reviews

Beginner level

No prior experience required

Flexible schedule

7 hours to complete

Learn at your own pace

91%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

4,884 reviews

Beginner level

No prior experience required

Flexible schedule

7 hours to complete

Learn at your own pace

91%

Most learners liked this course

What you'll learn

Analyze consumer behavior, attitudes, and decision-making processes to better understand customer needs and purchasing patterns.
Apply marketing research principles and research design methods to collect relevant information about consumers and markets.
Evaluate marketing research data and insights to support evidence-based marketing decisions and strategies.

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Assessments

5 assignments

Taught in English

91%

of learners achieved a positive career outcome

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This course is part of the Marketing Strategy Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

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There are 4 modules in 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!

This Course consists of two blocks: Marketing Research and Consumer Behavior. First, learners will see the tools and methods to be able to effectively conduct (or hire) and interpret marketing research. Second, they will learn the foundations of consumer behavior and the consumer decision-making process and how to use this knowledge in the formulation of effective marketing strategies and tactic. In this first module, you will head-dive into your consumer's thought-processes to really get to know what makes them tick, and, more specifically, what makes them make their purchase decisions. Getting into the mind of your customer is the first step in developing a marketing strategy that is effective.

What's included

8 videos1 reading2 assignments

8 videosTotal 39 minutes

Course Trailer1 minute
Why is Consumer Behavior Important in the Marketing Process Framework?6 minutes
The Consumer Behavior Process9 minutes
The Consumers' Attitudes Perspective4 minutes
The Continuum of Consumers' Thought Process5 minutes
Prospect Theory: How Your Customers' Rationality Affects Their Decisions6 minutes
Understanding Your Customers' Limits4 minutes
The Continuum of Buying-Decision Behavior4 minutes

1 readingTotal 30 minutes

Motivation, Cognition, Learning: Basic Factors in Consumer Behavior30 minutes

2 assignmentsTotal 60 minutes

Graded Quiz30 minutes
Practice Assignments 130 minutes

Module 2 will guide you through the consumer decision-making process. Here you will explore how a potential-buyer researches a product, how they make their purchase decision, and their post-purchase evaluation. You will also understand the difference between consumer markets and business markets.

What's included

7 videos1 reading1 assignment

7 videosTotal 36 minutes

Stages of the Consumer Decision-Making Process4 minutes
Need Recognition and Information Search5 minutes
Evaluation of Alternatives & Purchase4 minutes
Post-Purchase Evaluation5 minutes
What Constraints do Consumers Encounter?4 minutes
Information Processing and Overload8 minutes
How Perceptions & Attitudes Affect Consumers' Decisions6 minutes

1 readingTotal 50 minutes

Reading: Consumer Attitudes and Perceptions on Sustainability50 minutes

1 assignmentTotal 30 minutes

Graded Quiz30 minutes

In the second half of this course, you will explore the world of marketing research. In Module 3, Professor Sinha will share with you the importance of market research and how to acquire data. Later, you will delve into the different types of experimental research and design.

What's included

8 videos1 assignment

8 videosTotal 42 minutes

The Importance of Marketing Research & Its Role In Marketing Management7 minutes
The Steps to Conducting Marketing Research6 minutes
Types of Market Research8 minutes
Exploratory, Descriptive and Causal Research – Part I6 minutes
Exploratory, Descriptive and Causal Research – Part II4 minutes
Types of Experimentation5 minutes
Validity & Reliability4 minutes
Types of Experimental Designs3 minutes

1 assignmentTotal 30 minutes

Graded Quiz30 minutes

In the last Module of this course, you will learn with more detail the various types of data acquired during the marketing research process and how to evaluate and assess it. Discovering the importance of, and how to create an effective survey, will also be covered.In the second half of this course, you will explore the world of marketing research.

What's included

6 videos1 reading1 assignment

6 videosTotal 30 minutes

Primary Data in Market Research4 minutes
Secondary Data & Scales of Measurement5 minutes
How to Design a Questionnaire7 minutes
How to Measure and Scale our Consumers' Attitudes7 minutes
Target Population and Sampling2 minutes
Categorical Data, Metric Data & Hypothesis Testing5 minutes

1 readingTotal 40 minutes

Self-Reports: How the Questions Shape the Answers40 minutes

1 assignmentTotal 30 minutes

Graded Quiz30 minutes

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Instructor

Instructor ratings

(1,110 ratings)

Shameek Sinha

IE Business School

4 Courses181,974 learners

Offered by

IE Business School

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Reviewed on 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.

Reviewed on 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.

Reviewed on Nov 25, 2020

The course was very helpful. It helped me refresh all my consumer behavior knowledge and addressed my blurred area of market resarch as a whole. The key was the detail explanatory videos.

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.