IE Business School
Market Research and Consumer Behavior
IE Business School

Market Research and Consumer Behavior

This course is part of Marketing Strategy Specialization

Shameek Sinha

Instructor: Shameek Sinha

136,559 already enrolled

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Gain insight into a topic and learn the fundamentals.
4.4

(4,752 reviews)

Beginner level
No prior experience required
Flexible schedule
Approx. 6 hours
Learn at your own pace
90%
Most learners liked this course
Gain insight into a topic and learn the fundamentals.
4.4

(4,752 reviews)

Beginner level
No prior experience required
Flexible schedule
Approx. 6 hours
Learn at your own pace
90%
Most learners liked this course

What you'll learn

  • Conduct marketing research, interpret the findings, understand consumer behavior, and use this knowledge to develop effective marketing strategies

Details to know

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Assessments

4 assignments

Taught in English

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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.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate
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There are 4 modules in this course

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 reading1 assignment

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

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

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

Instructor

Instructor ratings
4.3 (1,077 ratings)
Shameek Sinha
IE Business School
4 Courses158,734 learners

Offered by

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4.4

4,752 reviews

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5

Reviewed on Nov 25, 2020

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