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Market Research and Consumer Behavior, IE商学院

792 個評分
173 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 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.

創建者 DP

Aug 17, 2018

The lessons are well planned and have very good insights. The explanation of concepts with real time examples with help of video is awesome. A very well designed course.


169 個審閱

創建者 Aditi Singh

Feb 17, 2019


創建者 Abena

Feb 09, 2019

Good introductory course to market research. There were a few typos in the slides that made the content a bit confusing, but other than that, this was a good course to take!


Feb 06, 2019

good couse

創建者 Juan Feal

Jan 29, 2019

The last class, related to hypothesis testing was a little confusing.

創建者 Juan Carlos Romo Cardona

Jan 11, 2019

Estupenda guia entender la lógica de la investigación de mercados e incorporarlo, para quien ya tiene experiencia previa en investigación de campo, y también para quienes comienzan, porque les ayudará a entrar en conocimiento y saber por dónde profundizar más.

創建者 Jaimie Walnes

Jan 09, 2019

Covers all the important points and terminology in a short space of time.

創建者 Deborah Rotter

Jan 09, 2019

Very poor content. Poorly explained, basic and boring. Had to drop out.

創建者 Anastasiia Tishchenko

Dec 24, 2018

I totally like it!

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.