Survey analysis to Gain Marketing Insights from Coursera

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.

What's inside

Syllabus

Introduction to Factor Analysis

This module will provide readings and discussions to provide an introduction to the topic of Factor Analysis. It is recommended that you complete the Meaningful Marketing Insights course offered by Coursera before taking this course.

Implementing Factor Analysis

This module will provide lectures and exercises that will inform students on how to determine the number of factors to consider in your analysis and to evaluate the fit of the data.

Customer Segmentation

This module will introduce components of customer segmentation to students. Students will use this knowledge to be able to analyze data and make more informed business decisions.

Perceptual Maps

This module will explain and describe perceptual maps. Students will be able to create perceptual maps and also analyze data from perceptual maps.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores advanced statistical methods like factor analysis, cluster analysis, and multi-dimensional scaling

Taught by David Schweidel, an expert in statistical data analysis and marketing

Examines various aspects of marketing strategy, including segmentation, positioning, and targeting

Involves practical exercises that provide hands-on experience in using statistical software for data analysis

Assumes prior knowledge of basic statistical concepts and recommends completing a prerequisite course

Requires the use of XL Stat, an Excel add-on that may incur additional costs for students

Reviews summary

Practical survey analysis course

Learners say practical knowledge is a main takeaway of this survey analysis course. Taught by knowledgeable instructors, students say key concepts are explained well and exemplified with engaging assignments. Most students complete the course in under 3 hours and recommend it to others.

Taught by knowledgeable instructors.

"Excellent course! Great professor!"

"awesome course, great instructor"

Recommended by students.

"Recommended course!"

Emphasizes practical applications of survey analysis.

"great explanation"

"practical knowledge"

"very useful"

Can be completed in under 3 hours.

"very old content"

"finished it in 2/3 hours"

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Survey analysis to Gain Marketing Insights with these activities:

Review of Basic Statistics Concepts

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Strengthen your foundation by reviewing the basics of statistics, which will enhance your understanding of the more advanced techniques covered in the course.

Browse courses on Descriptive Statistics

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Review your notes or a textbook on basic statistics.
Take practice quizzes or solve practice problems.

Review: Applied Multivariate Statistical Analysis

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Expand your knowledge by reading a seminal text in multivariate statistical analysis, which covers factor analysis and perceptual mapping techniques.

View Applied Multivariate Statistical Analysis... on Amazon

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Read the relevant chapters on factor analysis and perceptual mapping.
Work through the practice exercises and examples.

XLStat Tutorial for Factor Analysis

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Complete a tutorial on using XLStat to perform factor analysis, which will enhance your practical skills.

Browse courses on Factor Analysis

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Download and install XLStat.
Follow the step-by-step instructions in the tutorial.
Analyze sample data using factor analysis in XLStat.

Four other activities

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Discussion Forum Participation

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Engage in discussions with peers to clarify concepts, exchange ideas, and deepen your understanding.

Browse courses on Factor Analysis

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Read the assigned readings and lecture notes.
Post questions or comments on the discussion forum.
Respond to questions or comments from other students.

Factor Analysis Practice Problems

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Solve practice problems to reinforce your understanding of factor analysis techniques.

Browse courses on Factor Analysis

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Review the lecture notes on factor analysis.
Attempt the practice problems at the end of each lecture.
Compare your answers with the provided solutions.
Identify areas where you need additional practice.

Data Analysis Workshop

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Attend a workshop to gain hands-on experience with factor analysis and other data analysis techniques.

Browse courses on Factor Analysis

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Find a relevant workshop in your area or online.
Register for the workshop.
Attend the workshop and participate actively.

Customer Segmentation Analysis Project

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Conduct a customer segmentation analysis using real-world data, applying the techniques learned in the course.

Browse courses on Customer Segmentation

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Gather customer data from a suitable source.
Clean and prepare the data for analysis.
Perform customer segmentation using appropriate statistical techniques.
Develop customer profiles for each segment.
Present your findings in a clear and concise report.

Career center

Learners who complete Survey analysis to Gain Marketing Insights will develop knowledge and skills that may be useful to these careers:

Marketing Researcher

Marketing Researchers conduct market research to gather information about consumer needs and preferences. This course provides a foundation in statistical methods for analyzing survey data, which is a key skill for Marketing Researchers. By learning how to interpret and analyze survey results, you can gain insights into consumer behavior and make more informed marketing decisions.

See salaries and explore the career path for Marketing Researcher

Marketing Analyst

Marketing Analysts conduct market research to uncover trends and gather data that can be used to develop marketing strategies and campaigns. This course provides a foundation in statistical methods for analyzing survey data, which is a key skill for Marketing Analysts. By learning how to interpret and analyze survey results, you can gain insights into consumer behavior and make more informed marketing decisions.

See salaries and explore the career path for Marketing Analyst

Market Researcher

Market Researchers conduct research to gather information about consumer needs and preferences. This course provides a foundation in statistical methods for analyzing survey data, which is a key skill for Market Researchers. By learning how to interpret and analyze survey results, you can gain insights into consumer behavior and make more informed marketing decisions.

See salaries and explore the career path for Market Researcher

Marketing Professor

Marketing Professors teach and research marketing topics. This course provides a foundation in statistical methods for analyzing survey data, which is a key skill for Marketing Professors. By learning how to interpret and analyze survey results, you can gain insights into consumer behavior and make more informed marketing decisions.

See salaries and explore the career path for Marketing Professor

Marketing Consultant

Marketing Consultants provide advice and recommendations to businesses on marketing strategies and campaigns. This course provides a foundation in statistical methods for analyzing survey data, which is a key skill for Marketing Consultants. By learning how to interpret and analyze survey results, you can gain insights into consumer behavior and make more informed marketing decisions.

See salaries and explore the career path for Marketing Consultant

Product Manager

Product Managers are responsible for developing and managing products. This course provides a foundation in statistical methods for analyzing survey data, which is a key skill for Product Managers. By learning how to interpret and analyze survey results, you can gain insights into consumer behavior and make more informed product decisions.

See salaries and explore the career path for Product Manager

Public relations manager

Public Relations Managers are responsible for managing the public image of organizations. This course provides a foundation in statistical methods for analyzing survey data, which is a key skill for Public Relations Managers. By learning how to interpret and analyze survey results, you can gain insights into public opinion and make more informed public relations decisions.

See salaries and explore the career path for Public relations manager

Advertising Manager

Advertising Managers are responsible for developing and executing advertising campaigns. This course provides a foundation in statistical methods for analyzing survey data, which is a key skill for Advertising Managers. By learning how to interpret and analyze survey results, you can gain insights into consumer behavior and make more informed advertising decisions.

See salaries and explore the career path for Advertising Manager

Brand Manager

Brand Managers are responsible for developing and executing marketing strategies for brands. This course provides a foundation in statistical methods for analyzing survey data, which is a key skill for Brand Managers. By learning how to interpret and analyze survey results, you can gain insights into consumer behavior and make more informed marketing decisions.

See salaries and explore the career path for Brand Manager

Business Analyst

Business Analysts use data to identify and solve business problems. This course provides a foundation in statistical methods for analyzing survey data, which is a key skill for Business Analysts. By learning how to interpret and analyze survey results, you can gain insights into data and make more informed business decisions.

See salaries and explore the career path for Business Analyst

Data Analyst

Data Analysts use data to solve business problems. This course provides a foundation in statistical methods for analyzing survey data, which is a key skill for Data Analysts. By learning how to interpret and analyze survey results, you can gain insights into data and make more informed decisions.

See salaries and explore the career path for Data Analyst

Sales Manager

Sales Managers are responsible for leading and managing sales teams. This course provides a foundation in statistical methods for analyzing survey data, which can be helpful for Sales Managers when it comes to understanding customer needs and developing sales strategies.

See salaries and explore the career path for Sales Manager

Consultant

Consultants provide advice and recommendations to businesses. This course provides a foundation in statistical methods for analyzing survey data, which can be helpful for Consultants when it comes to understanding client needs and developing solutions.

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Entrepreneur

Entrepreneurs start and run their own businesses. This course provides a foundation in statistical methods for analyzing survey data, which can be helpful for Entrepreneurs when it comes to understanding customer needs and developing products and services.

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Customer Service Manager

Customer Service Managers are responsible for managing customer service operations. This course provides a foundation in statistical methods for analyzing survey data, which can be helpful for Customer Service Managers when it comes to understanding customer feedback and improving customer service.

See salaries and explore the career path for Customer Service Manager