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Market Research and Consumer Behavior

Shameek Sinha

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.

Read more

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!

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What's inside

Syllabus

Consumer Behavioral Fundamentals
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.
Read more

Traffic lights

Read about what's good
what should give you pause
and possible dealbreakers
Suitable for beginners who want to build a solid foundation in marketing research and consumer behavior
Taught by Shameek Sinha, who is recognized for his expertise in marketing research and consumer behavior
Explores the consumer decision-making process, which is highly relevant to marketing professionals
Develops a deep understanding of marketing research methodologies and data analysis techniques, which are essential for effective marketing strategies
Covers the fundamentals of consumer behavior, providing valuable insights into the motivations and decision-making processes of consumers

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Reviews summary

Foundational market research and consumer behavior

According to learners, this course provides a solid introduction to the core concepts of Market Research and Consumer Behavior. Students appreciate the course's clear structure, dividing the topics into two distinct parts. Many found the explanations of foundational principles helpful, noting it lays a good groundwork for understanding marketing strategies. However, some feel the content occasionally lacks depth, suggesting it's best suited for beginners and might be too theoretical for those seeking advanced or highly practical application without further study. Recent feedback suggests parts may need updating to reflect current market dynamics.
Ideal for newcomers to the subject.
"As a complete beginner in marketing, I found this course very accessible."
"If you're new to market research or consumer behavior, this is a great place to start."
"It explains things clearly for someone with no prior knowledge."
"Perfect for getting your feet wet in the topic."
Well-organized modules and topics.
"The way the course is structured, first market research then consumer behavior, made a lot of sense."
"I appreciated how clearly the topics were separated and presented."
"Modules flowed logically from one to the next."
"The two blocks felt distinct but complementary."
Excellent for understanding basic concepts.
"This course gave me a very solid foundation in market research and consumer behavior. It's a great starting point."
"I felt I gained a strong understanding of the core principles needed for marketing strategy."
"It provides a comprehensive overview of the basics, perfect for someone new to the field."
"The course really helped me build up my knowledge from scratch."
Content feels slightly outdated.
"Some of the examples or data felt a bit old, maybe needs modern updates."
"With how fast marketing changes, I think some content could be refreshed."
"It provides timeless principles, but current market trends could be better integrated."
"I would like to see more contemporary case studies."
Good intro, but not enough detail.
"While the introduction was great, I felt some areas could have gone into more detail."
"It covers a lot of ground, but perhaps a bit too quickly on some complex topics."
"I wish there were more examples of how to apply the theories in real-world scenarios."
"For someone already familiar with basics, it might not offer much new insight."

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 Market Research and Consumer Behavior with these activities:
Review basic statistics concepts
Strengthen your understanding of statistical concepts used in market research.
Browse courses on Statistics
Show steps
  • Review key concepts (mean, median, mode, standard deviation, etc.)
  • Practice interpreting statistical results
Compile a collection of marketing resources
Gather and organize a set of useful marketing resources to support your learning.
Show steps
  • Identify and collect resources
  • Organize and categorize resources
  • Share resources with peers
Read "Marketing Management" by Kotler and Keller
Gain a comprehensive understanding of marketing principles and strategies from a classic textbook in the field.
View Marketing Management on Amazon
Show steps
  • Read assigned chapters
  • Take notes and highlight key concepts
  • Complete chapter quizzes and exercises
Five other activities
Expand to see all activities and additional details
Show all eight activities
Review marketing research case studies
Learn from real-world examples of how market research was used to inform marketing decisions.
Browse courses on Market Research
Show steps
  • Choose and review case studies
  • Identify research methods used
  • Analyze results and implications
Complete market research simulation exercises
Use simulations to practice conducting and analyzing market research, improving your ability to make informed marketing decisions.
Browse courses on Market Research
Show steps
  • Identify business problem
  • Research problem and identify data sources
  • Create survey and collect data
  • Analyze and interpret data
  • Prepare and present recommendations
Engage in discussions on consumer behavior
Share insights and learn from others by discussing consumer behavior concepts.
Browse courses on Consumer Behavior
Show steps
  • Join or create a discussion group
  • Contribute to discussions and ask questions
Assist with marketing campaigns for local organizations
Gain practical experience in marketing by volunteering for organizations in your community.
Browse courses on Marketing Campaigns
Show steps
  • Identify organizations to support
  • Contact organizations and inquire about opportunities
  • Perform marketing tasks as needed
Develop a marketing plan for a product or service
Apply your knowledge of market research and consumer behavior to create a comprehensive marketing plan.
Browse courses on Marketing Plan
Show steps
  • Identify target market
  • Conduct market research
  • Develop marketing objectives
  • Create marketing strategies
  • Write marketing plan

Career center

Learners who complete Market Research and Consumer Behavior will develop knowledge and skills that may be useful to these careers:
Market Researcher
Market Researchers analyze data to understand consumer behavior and trends. They use this information to help businesses make informed decisions about product development, marketing campaigns, and pricing. The Market Research and Consumer Behavior course provides a solid foundation in the tools and techniques used by Market Researchers, making it a valuable asset for anyone interested in this field. This course will help you build the skills you need to conduct effective market research, analyze data, and communicate your findings to stakeholders.
See salaries and explore the career path for Market Researcher
Marketing Manager
Marketing Managers develop and execute marketing campaigns to promote products or services. They work closely with Market Researchers to understand consumer behavior and trends, and use this information to create effective marketing strategies. The Market Research and Consumer Behavior course provides a strong foundation in the principles of marketing and consumer behavior, making it a valuable asset for anyone interested in a career in Marketing Management. This course will help you build the skills you need to develop effective marketing campaigns, manage budgets, and track results.
See salaries and explore the career path for Marketing Manager
Product Manager
Product Managers are responsible for the development and launch of new products. They work closely with Market Researchers to understand consumer needs and preferences, and use this information to create products that meet those needs. The Market Research and Consumer Behavior course provides a strong foundation in the principles of product development and consumer behavior, making it a valuable asset for anyone interested in a career in Product Management. This course will help you build the skills you need to identify market opportunities, develop product concepts, and manage product launches.
See salaries and explore the career path for Product Manager
Brand Manager
Brand Managers are responsible for the development and management of brands. They work closely with Market Researchers to understand consumer perceptions of brands, and use this information to create brand strategies that build brand awareness and loyalty. The Market Research and Consumer Behavior course provides a strong foundation in the principles of brand management and consumer behavior, making it a valuable asset for anyone interested in a career in Brand Management. This course will help you build the skills you need to develop brand strategies, manage brand budgets, and track brand performance.
See salaries and explore the career path for Brand Manager
Advertising Manager
Advertising Managers are responsible for the development and execution of advertising campaigns. They work closely with Market Researchers to understand consumer behavior and trends, and use this information to create effective advertising campaigns. The Market Research and Consumer Behavior course provides a strong foundation in the principles of advertising and consumer behavior, making it a valuable asset for anyone interested in a career in Advertising Management. This course will help you build the skills you need to develop effective advertising campaigns, manage advertising budgets, and track advertising results.
See salaries and explore the career path for Advertising Manager
Sales Manager
Sales Managers are responsible for the development and execution of sales strategies. They work closely with Market Researchers to understand consumer needs and preferences, and use this information to create sales strategies that meet those needs. The Market Research and Consumer Behavior course provides a strong foundation in the principles of sales and consumer behavior, making it a valuable asset for anyone interested in a career in Sales Management. This course will help you build the skills you need to develop effective sales strategies, manage sales teams, and track sales performance.
See salaries and explore the career path for Sales Manager
Public relations manager
Public Relations Managers are responsible for the development and execution of public relations campaigns. They work closely with Market Researchers to understand public opinion and trends, and use this information to create public relations campaigns that build positive relationships with key stakeholders. The Market Research and Consumer Behavior course provides a strong foundation in the principles of public relations and consumer behavior, making it a valuable asset for anyone interested in a career in Public Relations Management. This course will help you build the skills you need to develop effective public relations campaigns, manage public relations budgets, and track public relations results.
See salaries and explore the career path for Public relations manager
Social Media Manager
Social Media Managers are responsible for the development and execution of social media campaigns. They work closely with Market Researchers to understand consumer behavior and trends, and use this information to create social media campaigns that engage consumers and build brand awareness. The Market Research and Consumer Behavior course provides a strong foundation in the principles of social media marketing and consumer behavior, making it a valuable asset for anyone interested in a career in Social Media Management. This course will help you build the skills you need to develop effective social media campaigns, manage social media budgets, and track social media results.
See salaries and explore the career path for Social Media Manager
Customer Experience Manager
Customer Experience Managers are responsible for the development and execution of customer experience strategies. They work closely with Market Researchers to understand customer needs and preferences, and use this information to create customer experience strategies that meet those needs. The Market Research and Consumer Behavior course provides a strong foundation in the principles of customer experience management and consumer behavior, making it a valuable asset for anyone interested in a career in Customer Experience Management. This course will help you build the skills you need to develop effective customer experience strategies, manage customer experience teams, and track customer experience results.
See salaries and explore the career path for Customer Experience Manager
Data Analyst
Data Analysts use data to identify trends and patterns. They work closely with Market Researchers to analyze market research data and identify insights that can be used to improve marketing campaigns and product development. The Market Research and Consumer Behavior course provides a strong foundation in the principles of data analysis and consumer behavior, making it a valuable asset for anyone interested in a career in Data Analytics. This course will help you build the skills you need to collect, analyze, and interpret data, and communicate your findings to stakeholders.
See salaries and explore the career path for Data Analyst
Business Analyst
Business Analysts use data to identify opportunities and solve problems. They work closely with Market Researchers to analyze market research data and identify insights that can be used to improve business strategies. The Market Research and Consumer Behavior course provides a strong foundation in the principles of business analysis and consumer behavior, making it a valuable asset for anyone interested in a career in Business Analysis. This course will help you build the skills you need to collect, analyze, and interpret data, and communicate your findings to stakeholders.
See salaries and explore the career path for Business Analyst
Consultant
Consultants provide advice to businesses on a variety of topics, including marketing, sales, and product development. They work closely with Market Researchers to understand consumer needs and preferences, and use this information to develop recommendations for businesses. The Market Research and Consumer Behavior course provides a strong foundation in the principles of consulting and consumer behavior, making it a valuable asset for anyone interested in a career in Consulting. This course will help you build the skills you need to analyze market research data, develop recommendations, and communicate your findings to clients.
See salaries and explore the career path for Consultant
Entrepreneur
Entrepreneurs start and run their own businesses. They must have a strong understanding of consumer needs and preferences in order to develop successful products and services. The Market Research and Consumer Behavior course provides a strong foundation in the principles of entrepreneurship and consumer behavior, making it a valuable asset for anyone interested in starting their own business. This course will help you build the skills you need to identify market opportunities, develop business plans, and launch new products and services.
See salaries and explore the career path for Entrepreneur
Teacher
Teachers educate students in a variety of subjects, including marketing, sales, and product development. They must have a strong understanding of consumer needs and preferences in order to develop effective lesson plans and activities. The Market Research and Consumer Behavior course provides a strong foundation in the principles of teaching and consumer behavior, making it a valuable asset for anyone interested in a career in teaching. This course will help you build the skills you need to develop lesson plans, teach students, and assess student learning.
See salaries and explore the career path for Teacher
Writer
Writers create content for a variety of purposes, including marketing, sales, and product development. They must have a strong understanding of consumer needs and preferences in order to create content that is engaging and persuasive. The Market Research and Consumer Behavior course provides a strong foundation in the principles of writing and consumer behavior, making it a valuable asset for anyone interested in a career in writing. This course will help you build the skills you need to write effective marketing materials, sales copy, and product descriptions.
See salaries and explore the career path for Writer

Reading list

We've selected ten books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Market Research and Consumer Behavior.
Cover image
Mylab Marketing With Pearson Etext -- Access Card -...
Save
Provides a solid foundation in consumer behavior, covering topics such as motivation, perception, and decision-making. It valuable resource for students and professionals who want to understand how consumers think and behave.
Mylab Marketing With Pearson Etext -- Access Card -...
Paperback
Check
Mylab Marketing With Pearson Etext -- Access Card -...
Kindle Edition
Check
Cover image
Customer Relationship Marketing: Theoretical And...
Save
Provides a comprehensive overview of the marketing research process, from problem definition to data collection and analysis. It valuable resource for students and professionals alike.
Customer Relationship Marketing: Theoretical And...
Paperback
$$
Customer Relationship Marketing: Theoretical And...
Kindle Edition
$$
Cover image
Marketing 6.0
Save
Is considered the classic on marketing management. This book covers most of the subjects covered in this course and will be helpful for understanding all aspects of marketing management, especially for students that are new to the subject.
Marketing 6.0: The Future Is Immersive
Hardcover
$$
Marketing 6.0: The Future Is Immersive
Kindle Edition
$$
(Español) Marketing 6.0: El futuro es inmersivo
Paperback
$$
Cover image
Peter F. Drucker Boxed Set (8 Books) (The Drucker...
Save
Provides a strategic perspective on consumer behavior, covering topics such as brand management, customer relationship management, and marketing communications. It valuable resource for students and professionals who want to understand how to develop and implement effective marketing strategies.
Peter F. Drucker Boxed Set (8 Books) (The Drucker...
Paperback
Check
Peter F. Drucker Boxed Set (8 Books) (The Drucker...
Kindle Edition
Check
Cover image
HBR's 10 Must Reads on Strategic Marketing (with...
Save
Provides a global perspective on consumer behavior, covering topics such as culture, language, and religion. It valuable resource for students and professionals who want to understand how consumers in different cultures think and behave.
HBR's 10 Must Reads on Strategic Marketing (with...
Hardcover
$$
Consumer Behaviour
Save
Provides a comprehensive overview of consumer behavior and covers many of the main topics discussed in this course. The book provides helpful background knowledge for students that are new to the subject.
Consumer Behavior
Hardcover
$$$$
Consumer Behavior, 12/e
Paperback
$$
Consumer Behavior
Hardcover
$$$
Consumer Behavior (7th Edition)
Hardcover
$
Consumer Behavior
Hardcover
$$
Consumer Behavior
Paperback
$$$
Instructor's Manual Consumer Behavior 9th Edition
Hardcover
$$$$
Consumer Behaviour: A European Outlook by Leon G....
Paperback
$$$$
Cover image
Congress and Its Members
Save
Provides a decision-making perspective on consumer behavior, covering topics such as information processing, risk perception, and choice. It valuable resource for students and professionals who want to understand how consumers make decisions.
Congress and Its Members
Paperback
Check
Congress and Its Members
Kindle Edition
Check
Cover image
Survey Research
Save
Provides a complete guide to marketing research, covering topics such as research design, data collection, and data analysis. It valuable resource for students and professionals who want to learn about all aspects of marketing research.
Survey Research
Paperback
Check
Survey Research
Kindle Edition
Check
Cover image
Marketing Research
Save
Covers the fundamentals of marketing research and provides a solid foundation for students that are interested in learning more about the subject. Given that this course only briefly touches on marketing research, this book will be very helpful for any student that wants to broaden their knowledge of the subject.
Marketing Research: An Applied Approach
Paperback
$$$
Cover image
Labor Force Participation, Labor Markets, and Crime
Save
Comprehensive handbook that covers all aspects of marketing research. It helpful reference tool for students that want to learn more about specific topics in marketing research. It can also be used as a supplement to a marketing research course.
Labor Force Participation, Labor Markets, and Crime
Paperback
Check
Labor Force Participation, Labor Markets, and Crime
Kindle Edition
Check

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Course image
Effort
4 weeks of study, 1-2 hours/week
Level
Introductory
Via
Coursera
Institution
IE Business School
Instructor
Shameek Sinha
Language
English
Transcripts
Español Français Português Deutsch Italiano 中文 العربية 한국어 日本語 हिंदी Nederlands Svenska Pусский Türkçe Polski Ελληνικά українська мова magyar nyelv Bahasa Indonesia ไทย қазақша اُردُو, فارسی বাংলা tiếng Việt پښتو آذربایجان دیلی
This course belongs to a collection called Marketing Strategy. It's comprised of five courses:
  1. Marketing Mix Fundamentals
  2. Positioning: What you need for a successful Marketing Strategy
  3. Marketing Strategy Capstone Project
  4. The Marketing Plan
  5. Market Research and Consumer Behavior (viewing)
Traffic lights
Read about what's good
what should give you pause
and possible dealbreakers
Suitable for beginners who want to build a solid foundation in marketing research and consumer behavior
Taught by Shameek Sinha, who is recognized for his expertise in marketing research and consumer behavior
Explores the consumer decision-making process, which is highly relevant to marketing professionals
Develops a deep understanding of marketing research methodologies and data analysis techniques, which are essential for effective marketing strategies
Covers the fundamentals of consumer behavior, providing valuable insights into the motivations and decision-making processes of consumers
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