This course is part of the Foundations of Marketing Analytics Specialization

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102 ratings

David Schweidel

11,053 already enrolled

Offered By

Foundations of Marketing Analytics SpecializationEmory University

About this Course

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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. 
Note: This course would require using XL Stat, an Excel Add-on that students would need to purchase. XL Stat offers a 30-day free trial, so students could complete this course without incurring additional expense.

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Course 4 of 6 in the

Foundations of Marketing Analytics Specialization

Approx. 5 hours to complete

English

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Flexible 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.

Course 4 of 6 in the

Foundations of Marketing Analytics Specialization

Approx. 5 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.54/5 (12 Ratings)

David Schweidel

Associate Professor of Marketing

Goizueta Business School

56,675 Learners

6 Courses

Offered by

Emory University

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Syllabus - What you will learn from this course

Week1

Week 1

1 hour to complete

Introduction to Factor Analysis

1 hour to complete

2 videos (Total 20 min), 3 readings, 1 quiz

Week2

Week 2

1 hour to complete

Implementing Factor Analysis

1 hour to complete

3 videos (Total 29 min), 1 reading, 2 quizzes

Week3

Week 3

2 hours to complete

Customer Segmentation

2 hours to complete

3 videos (Total 42 min), 4 readings, 2 quizzes

Week4

Week 4

1 hour to complete

Perceptual Maps

1 hour to complete

2 videos (Total 22 min), 2 readings

Reviews

4.5

15 reviews

5 stars
61.76%
4 stars
26.47%
3 stars
10.78%
1 star
0.98%

TOP REVIEWS FROM SURVEY ANALYSIS TO GAIN MARKETING INSIGHTS

by DKJul 16, 2021

awesome course, great instructor. very happy i took it.

by ABDec 14, 2020

This course if very useful for Business and Entrepreneurs

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 MMDec 24, 2019

nice course to understand practical application of taking surveys and analyzing them

View all reviews

About the Foundations of Marketing Analytics Specialization

In this specialization you will learn how to:

• Find, extract, organize and describe data to support business decisions • Identify, quantify and interpret relationships between variables • Derive customer insights from your data • Develop spreadsheet models to analyze data, evaluate risk and optimize business decisions • Present and justify a course of action to management The capstone project will give you an opportunity to apply what has been covered in the specialization to solve a marketing analytics problem.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. 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.
What will I get if I subscribe to this Specialization?
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. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
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.

More questions? Visit the Learner Help Center.

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Survey analysis to Gain Marketing Insights

About this Course