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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.
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!
Register for this course and see more details by visiting:
OpenCourser.com/course/h7a8en/market
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
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
The Consumer Decision Process
Module 2 will guide you through the consumer decision-making process. Here you will explore how a potential-buyer researches a product, how they make their purchase decision, and their post-purchase evaluation. You will also understand the difference between consumer markets and business markets.
Marketing Research Fundamentals
In the second half of this course, you will explore the world of marketing research. In Module 3, Professor Sinha will share with you the importance of market research and how to acquire data. Later, you will delve into the different types of experimental research and design.
Marketing Research Data Collection & Analysis
In the last Module of this course, you will learn with more detail the various types of data acquired during the marketing research process and how to evaluate and assess it. Discovering the importance of, and how to create an effective survey, will also be covered.In the second half of this course, you will explore the world of marketing research.
Good to know
Good to know
Know what's good ,
what to watch for , 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
Save this course
Save Market Research and Consumer Behavior to your list so you can find it easily later:
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Reviews summary
Market research and consumer behavior fundamentals
learners say this highly-rated course provides a broad but solid foundation in market research and consumer behavior. Engaging assignments and real-life examples help students understand concepts such as consumer decision-making, market segmentation, and brand management. Taught by industry experts, this course offers practical, up-to-date content that is easy to digest thanks to clear and concise videos, readings, and assignments.
Upon completion of the course, learners will receive a certificate from IE Business School.
"Thank you for your lectures which provide a lot of helpful knowledge."
"I think it is better if you add more examples for knowledge related to types of data, sampling...so that it can be easier to understand."
The course is well-organized and easy to follow. The graded quizzes help reinforce learning.
"I enjoyed this course."
"It was exactly what I needed and I especially enjoyed the integration of real-life scenarios with Tiffany and the humour everytime professor appeared and said "Hi Tiffany, it's me again!😅""
The instructor, Professor Shameek Sinha, is knowledgeable and engaging. He presents the material in a clear and concise manner.
"It is also interesting to know that whenever there is type II error in any hypothesis, null can't be rejected even though the null hypothesis is false."
"It is an exciting course."
The course provides clear definitions of key terms in market research and consumer behavior.
"I learned the basics of market research and consumer behavior."
"and also provides actual prior applications as a way of example for us to understand better."
The use of real-life scenarios and role-play videos helps make complex concepts relatable and easier to grasp.
"The idea of interactive video clip is nice."
"But there is too much redundancy and it is not very credible."
"I would not recommend to anyone, continue the specialisation or even any course from IE again."
This section provides a step-by-step overview of market research. It covers research planning, methods for data collection and analysis, and how to translate research findings into actionable insights.
"Gain the tools and techniques to translate a decision problem into a research question in the Market Research module."
"help us to learn how to design a research plan, analyze the data gathered accurately interpret and communicate survey reports, translating the results into practical recommendations."
This course gives a clear understanding of different stages of how consumers form decisions and make purchases. It highlights key moments of the consumer decision-making process.
"Adopting 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,""
"highlighting the key moments from identifying a need to buying and consuming a product."
Some learners have reported that there is missing content in some of the videos.
"There are issues addressed going back years on the student forums for each week relating to questions on the graded quizzes."
"Each week, there is at least one question that is not covered at all in the course material and when the information is sourced elsewhere, the answer found doesn’t match up with the course’s “correct” answer."
Some learners may find the course too theoretical and lacking in real-world examples.
"Covers important information but communicates it very poorly."
"Had to
pause and rewind the videos several times to follow and take notes."
"On the flip
side, some of the more lively videos, such as when we follow the lady buying
computer/milk/clothes seemed somewhat irrelevant…?"
There are some typos and minor errors in the course materials. The instructor's accent may be difficult for some learners to understand.
"The quizzes are littered with false answers and spelling mistakes"
"There is fewer reading materials."
"Instructure can take his time in wording as he sometimes seem to speak fast."
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Review basic statistics concepts
Show steps
Strengthen your understanding of statistical concepts used in market research.
Browse courses on
Statistics
Show steps
Show steps
Show steps
- Review key concepts (mean, median, mode, standard deviation, etc.)
- Practice interpreting statistical results
Compile a collection of marketing resources
Show steps
Gather and organize a set of useful marketing resources to support your learning.
Show steps
Show steps
Show steps
- Identify and collect resources
- Organize and categorize resources
- Share resources with peers
Read "Marketing Management" by Kotler and Keller
Show steps
Gain a comprehensive understanding of marketing principles and strategies from a classic textbook in the field.
View
Marketing Management
on Amazon
Show steps
Show steps
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
Show steps
Learn from real-world examples of how market research was used to inform marketing decisions.
Browse courses on
Market Research
Show steps
Show steps
Show steps
- Choose and review case studies
- Identify research methods used
- Analyze results and implications
Complete market research simulation exercises
Show steps
Use simulations to practice conducting and analyzing market research, improving your ability to make informed marketing decisions.
Browse courses on
Market Research
Show steps
Show steps
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
Show steps
Share insights and learn from others by discussing consumer behavior concepts.
Browse courses on
Consumer Behavior
Show steps
Show steps
Show steps
- Join or create a discussion group
- Contribute to discussions and ask questions
Assist with marketing campaigns for local organizations
Show steps
Gain practical experience in marketing by volunteering for organizations in your community.
Browse courses on
Marketing Campaigns
Show steps
Show steps
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
Show steps
Apply your knowledge of market research and consumer behavior to create a comprehensive marketing plan.
Browse courses on
Marketing Plan
Show steps
Show steps
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 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.
Marketing Manager
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.
Product 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.
Brand 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.
Advertising 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.
Sales 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.
Public relations 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.
Social Media 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.
Customer Experience 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.
Data Analyst
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.
Business 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.
Consultant
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.
Entrepreneur
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.
Teacher
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.
Writer
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.
For more career information including salaries, visit:
OpenCourser.com/course/h7a8en/market
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/h7a8en/market
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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
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پښتو
آذربایجان دیلی
This course belongs to a
collection
called
Marketing Strategy. It's comprised of five courses:
- Marketing Mix Fundamentals
- Positioning: What you need for a successful Marketing Strategy
- Marketing Strategy Capstone Project
- The Marketing Plan
- Market Research and Consumer Behavior (viewing)
Good to know
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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