Your marketing journey begins with Market Research and Consumer Behavior. Gain the tools and techniques to translate decision problems into research questions. Understand the consumer decision-making process and how to develop effective marketing strategies.
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This course consists of four modules that cover consumer behavioral fundamentals, the consumer decision process, marketing research fundamentals, and marketing research data collection & analysis.
Gain an understanding of consumer behavior and its importance in the marketing process framework. Learn about consumer attitudes, the continuum of buying-decision behavior, and the basics of consumer behavior. Assess your knowledge with a graded quiz.
Explore the stages of the consumer decision-making process, including need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. Understand how perceptions, attitudes, and constraints influence consumers' decisions. Conclude with a graded quiz.
Discover the importance of marketing research and its role in marketing management. Learn about the steps to conduct marketing research, types of market research, and various experimental designs. Test your understanding with a graded quiz.
Explore primary and secondary data in market research, questionnaire design, measurement and scaling of consumers' attitudes, target population, sampling, and hypothesis testing. Understand how questions shape the answers and test your knowledge with a graded quiz.
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