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.
This course is part of the Foundations of Marketing Analytics Specialization
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Coursera Labs
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Approx. 5 hours to complete
English
Could your company benefit from training employees on in-demand skills?
Try Coursera for BusinessFlexible deadlines
Reset deadlines in accordance to your schedule.
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Coursera Labs
Includes hands on learning projects.
Learn more about Coursera Labs Course 4 of 6 in the
Approx. 5 hours to complete
English
Could your company benefit from training employees on in-demand skills?
Try Coursera for BusinessOffered by
Syllabus - What you will learn from this course
1 hour to complete
Introduction to Factor Analysis
1 hour to complete
2 videos (Total 20 min), 3 readings, 1 quiz
1 hour to complete
Implementing Factor Analysis
1 hour to complete
3 videos (Total 29 min), 1 reading, 2 quizzes
2 hours to complete
Customer Segmentation
2 hours to complete
3 videos (Total 42 min), 4 readings, 2 quizzes
1 hour to complete
Perceptual Maps
1 hour to complete
2 videos (Total 22 min), 2 readings
Reviews
- 5 stars61.76%
- 4 stars26.47%
- 3 stars10.78%
- 1 star0.98%
TOP REVIEWS FROM SURVEY ANALYSIS TO GAIN MARKETING INSIGHTS
by ABDec 14, 2020
This course if very useful for Business and Entrepreneurs
by SHNov 14, 2020
Recommended course! Information provided straight to the point.
by EWDec 5, 2017
Great course, with a much broader content than reflected in the title, allowing to gain insight by using regression analysis of survey data.
by DKJul 16, 2021
awesome course, great instructor. very happy i took it.
About the Foundations of Marketing Analytics Specialization

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