Learn the fundamentals of consumer behaviour analysis and market research techniques in this beginner-friendly online course.
The ability to transform observations on consumer choice into a research topic and analyse associated data has become essential to understanding consumer behaviour and making informed business decisions. Analysing consumption also involves understanding why consumers buy products and what drives them to consume.
IE Business School offers a beginner-friendly course, Market Research and Consumer Behavior, that helps learners understand and decipher the evolving world of buyers’ psychology, and how to organise and put together market surveys.
About the Course
The foundational blocks of the course are marketing research and consumer behaviour. Students will learn how to perform and understand marketing research first. They will further learn how to use customer behaviour and decision-making to create effective marketing plans and methods.
Students will acquire an understanding of consumer and business markets, the constraints, the information processing, and the influence that perceptions and attitudes have on the decision-making process.
Module 1: Consumer Behaviour Fundamentals
The introductory module explains customer behaviour in the ‘Marketing Process Framework’. It dives into the consumer behaviour process, consumers’ attitudes, perspectives, and also the rationality that affects decisions. This will help learners understand customer motivations and buying decisions. Students will discover that understanding consumer behaviour is the first step in creating a marketing strategy that resonates with their target audience and yields results.
Module duration: 1 hour
Videos: 8
Readings: 1
Quizzes: 1
Module 2: The Consumer Decision Process
This module breaks down the consumer decision-making process and presents its component parts. It includes activities such as identifying a need, searching for information, analysing a number of potential outcomes, and analysing the purchase that has already been made. Students will acquire an understanding of consumer and business markets, the constraints, the information processing, and the influence that perceptions and attitudes have on the decision-making process.
Module duration: 2 hours
Videos: 7
Readings: 1
Quizzes: 1
The course is excellent for gaining quality knowledge on core marketing principles and consumer behaviour, thanks to the engaging teaching style of the instructors and the depth of the supplementary reading materials that provide valuable insights.
Module 3: Marketing Research Fundamentals
Learners will explore the world of marketing research. They will understand the importance of market research and learn how to acquire data. Later they will delve into various types of market research, including exploratory, descriptive, and causal research. Moreover, they will gain insights into the principles of experimentation, validity, reliability, and different experimental designs. This module will provide both theoretical knowledge and practical application, empowering learners to make informed marketing decisions based on data-driven insights.
Module duration: 1 hour
Videos: 8
Readings: None
Quizzes: None
Module 4:
The final module of the course covers marketing research and data collection, evaluation, and assessment. Students will learn about primary and secondary data, measurement scales, and successful survey designs. They will also develop an understanding of how to correctly assess and scale customer sentiments. Additionally, they will investigate target demographic and sample methods for their selected market segment. The lesson ends with hypothesis testing and categorical and metric data, giving students the necessary statistical tools for data interpretation.
Module duration: 2 hours
Videos: 6
Readings: 1
Quizzes: 1
Course Rating and Review
Based on 994 ratings, the course is rated 4.4/5. The course is excellent for gaining quality knowledge on core marketing principles and consumer behaviour, thanks to the engaging teaching style of the instructors and the depth of the supplementary reading materials that provide valuable insights.
