Market Research and Consumer Behavior
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Market Research and Consumer Behavior
This course is part of Marketing Strategy Specialization
Instructor: Shameek Sinha
157,857 already enrolled
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4,885 reviews
4,885 reviews
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.
Details to know
5 assignments
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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 videos•Total 39 minutes
- Course Trailer•1 minute
- Why is Consumer Behavior Important in the Marketing Process Framework?•6 minutes
- The Consumer Behavior Process•9 minutes
- The Consumers' Attitudes Perspective•4 minutes
- The Continuum of Consumers' Thought Process•5 minutes
- Prospect Theory: How Your Customers' Rationality Affects Their Decisions•6 minutes
- Understanding Your Customers' Limits•4 minutes
- The Continuum of Buying-Decision Behavior•4 minutes
1 reading•Total 30 minutes
- Motivation, Cognition, Learning: Basic Factors in Consumer Behavior•30 minutes
2 assignments•Total 60 minutes
- Graded Quiz•30 minutes
- Practice Assignments 1•30 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 videos•Total 36 minutes
- Stages of the Consumer Decision-Making Process•4 minutes
- Need Recognition and Information Search•5 minutes
- Evaluation of Alternatives & Purchase•4 minutes
- Post-Purchase Evaluation•5 minutes
- What Constraints do Consumers Encounter?•4 minutes
- Information Processing and Overload•8 minutes
- How Perceptions & Attitudes Affect Consumers' Decisions•6 minutes
1 reading•Total 50 minutes
- Reading: Consumer Attitudes and Perceptions on Sustainability•50 minutes
1 assignment•Total 30 minutes
- Graded Quiz•30 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 videos•Total 42 minutes
- The Importance of Marketing Research & Its Role In Marketing Management•7 minutes
- The Steps to Conducting Marketing Research•6 minutes
- Types of Market Research•8 minutes
- Exploratory, Descriptive and Causal Research – Part I•6 minutes
- Exploratory, Descriptive and Causal Research – Part II•4 minutes
- Types of Experimentation•5 minutes
- Validity & Reliability•4 minutes
- Types of Experimental Designs•3 minutes
1 assignment•Total 30 minutes
- Graded Quiz•30 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 videos•Total 30 minutes
- Primary Data in Market Research•4 minutes
- Secondary Data & Scales of Measurement•5 minutes
- How to Design a Questionnaire•7 minutes
- How to Measure and Scale our Consumers' Attitudes•7 minutes
- Target Population and Sampling•2 minutes
- Categorical Data, Metric Data & Hypothesis Testing•5 minutes
1 reading•Total 40 minutes
- Self-Reports: How the Questions Shape the Answers•40 minutes
1 assignment•Total 30 minutes
- Graded Quiz•30 minutes
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Showing 3 of 4885
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.
Reviewed on Oct 24, 2020
The course was relatively well-structured and informative. However, if I had not studied statistics in University I am not sure I would have been able to take up so much information.
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.
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