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Market Research and Consumer Behavior, IE Business School

752 個評分
164 個審閱


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!...


創建者 DS

Oct 19, 2018

This is a very complete course, with a lot of interesting concepts. People without formal studies on marketing who want to have overall, strong and relevant understanding should start right here!

創建者 MG

May 05, 2018

I have learnt so much on the fundamentals of Consumer Behaviour and Market Research. Thank you to Professor Sameek Sinha for the guidance and excellent delivery of the module lesson.


161 個審閱

創建者 Shabanova Olga

Dec 16, 2018

Thank you for your excellent course. It was very interesting for me

創建者 Harsh Thakker

Dec 09, 2018

It was very insightful.

創建者 Ajinkya Ananad Wanjari

Dec 09, 2018

content is good

創建者 Nikhil Kumar Singh

Nov 30, 2018

Great learning

創建者 Ricardo Begonha Moreira Gonçalves

Nov 30, 2018

terrible dumbed down stuff

創建者 Nupoor R Hurmade

Nov 23, 2018

The entire course was conducted very well and the description is easy to understand. The demo (buyer Tiffany) was very good idea and helped to quickly grasp the concept. Use of more and diverse examples to explain the data measurements like the use of scale would prove more helpful. Thanks!

創建者 Roseline Olatoye

Nov 21, 2018

I enjoyed the Consumer Behaviour part more, the Market Research part was a bit boring to me. The Instructor had a good knowledge delivery but seemed constrained to cover the topics in details and the course materials were not sufficient to read further on them.

創建者 Claudio Ignacio Campos Mercado

Nov 19, 2018

Muy importante y relevante para comprender el comportamiento del consumidor, y cómo evaluarlo. La última etapa del curso es la más densa, en dónde se ahonda en temas muy específicos, y de poco utilidad al menos para mí. En general, es un curso excelente.

創建者 ghassen bahroun

Nov 19, 2018


創建者 Kinnera Boppana

Nov 18, 2018