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Survey analysis to Gain Marketing Insights

Foundations of Marketing Analytics,

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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Rating 4.5 based on 6 ratings
Length 5 weeks
Starts Jan 24 (24 weeks ago)
Cost $79
From Emory University via Coursera
Instructor David Schweidel
Download Videos On all desktop and mobile devices
Language English
Subjects Business
Tags Business Marketing Leadership And Management

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What people are saying

broader content than reflected

Great course, with a much broader content than reflected in the title, allowing to gain insight by using regression analysis of survey data.

by using regression analysis

taking surveys and analyzing

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

interesting concepts but

gain insight by

analyzing them

much broader

proprietary analytics tool amazing

Well taught class Interesting concepts but would have enjoyed class more if it did not rely on a proprietary analytics tool Amazing course!

well taught class interesting

Careers

An overview of related careers and their average salaries in the US. Bars indicate income percentile.

Marketing and Consumer Insights $67k

Analyst, Marketing Strategy & Insights $71k

Marketing Specialist, Business Insights $74k

Specialist, Customer & Marketing Insights $83k

Marketing Insights Manager $87k

Project Manager, Marketing Insights $94k

Project Manager- Marketing Insights $104k

Marketing Manager, Consumer Insights $118k

Marketing Insights & Analytics $134k

Program Manager, Marketing Insights $138k

Program Manager, Marketing Insights $138k

Marketing Operations and Analytics Insights $180k

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Rating 4.5 based on 6 ratings
Length 5 weeks
Starts Jan 24 (24 weeks ago)
Cost $79
From Emory University via Coursera
Instructor David Schweidel
Download Videos On all desktop and mobile devices
Language English
Subjects Business
Tags Business Marketing Leadership And Management

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