How do consumers see your brand relative to your competitors? How should a new product be positioned when it’s launched? Which customer segments are most interested in our current offerings? For these questions and many others, surveys remain the tried and true method for gaining marketing insights. From one-off customer satisfaction surveys to brand tracking surveys that are administered on a continuous basis, they provide the information that marketers need to understand how their products, services and brands are seen by consumers. In Analytic Methods for Survey Data, learners will become familiar with established statistical methods for converting survey responses to insights that can support marketing decisions. Techniques discussed include factor analytics, cluster analysis, discriminant analysis and multi-dimensional scaling. These techniques are presented within the STP (Segmentation, Positioning, Targeting) Framework, enabling learners to apply the analytic techniques to develop a marketing strategy. It is recommended that you complete the Meaningful Marketing Insights course offered by Coursera before taking this course.
About this Course
Learner Career Outcomes
Learner Career Outcomes
Emory University, located in Atlanta, Georgia, is one of the world's leading research universities. Its mission is to create, preserve, teach and apply knowledge in the service of humanity.
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TOP REVIEWS FROM SURVEY ANALYSIS TO GAIN MARKETING INSIGHTS
Great course, with a much broader content than reflected in the title, allowing to gain insight by using regression analysis of survey data.
nice course to understand practical application of taking surveys and analyzing them
About the Foundations of Marketing Analytics Specialization
In this specialization you will learn how to:
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