The course covers various aspects of market research, such as data collection, analysis, and interpretation, along with consumer behavior theories and models.
The course is divided into 4 modules. In the first module, students learn about the importance of market research and how to conduct a market research project. The second module focuses on data collection methods and techniques, including surveys, focus groups, and observational research. The third module covers data analysis and interpretation, including descriptive statistics, hypothesis testing, and regression analysis.
In the fourth and final module, students learn about consumer behavior theories and models, such as the decision-making process, motivation, and attitudes. The course also covers the impact of culture and social factors on consumer behavior.
Throughout the course, students engage in practical activities, such as designing and conducting a market research project, analyzing data, and creating a consumer behavior model. By the end of the course, students will have a solid understanding of market research and consumer behavior and be able to apply this knowledge to real-world situations.
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!
The Market Research and Consumer Behavior course on Coursera, authored by Shameek Sinha, is divided into 4 modules with a total of 29 lectures. Here is a detailed breakdown of the course content:
Module 1: Consumer Behavioral Fundamentals (8 videos + 1 readings)
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.
8 videosTotal 39 minutes
- Course TrailerPreview module 0 minutes
- Why is Consumer Behavior Important in the Marketing Process Framework? 6 minutes
- The Consumer Behavior Process 8 minutes
- The Consumers' Attitudes Perspective 4 minutes
- The Contiuum of Consumers' Thought Process 5 minutes
- Prospect Theory: How Your Customers' Rationality Affects Their Decisions 5 minutes
- Understanding Your Customers' Limits 4 minutes
- The Continuum of Buying-Decision Behavior 4 minutes
1 readingTotal 18 minutes
- Reading: Motivation, Cognition, Learning: Basic Factors in Consumer Behavior 18 minutes
Module 2: The Consumer Decision Process (7 videos + 1 reading)
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.
7 videosTotal 36 minutes
- Stages of the Consumer Decision-Making ProcessPreview module 4 minutes
- Need Recognition and Information Search 4 minutes
- Evaluation of Alternatives & Purchase 4 minutes
- Post-Purchase Evaluation 4 minutes
- What Constraints do Consumers Encounter? 4 minutes
- Information Processing and Overload 7 minutes
- How Perceptions & Attitudes Affect Consumers' Decisions 6 minutes
1 readingTotal 50 minutes
- Reading: Consumer Attitudes and Perceptions on Sustainability 50 minutes
Module 3: Marketing Research Fundamentals (8 videos)
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.
8 videosTotal 41 minutes
- The Importance of Marketing Research & Its Role In Marketing ManagementPreview module 6 minutes
- The Steps to Conducting Marketing Research 5 minutes
- Types of Market Research 7 minutes
- Exploratory, Descriptive and Causal Research – Part I 5 minutes
- Exploratory, Descriptive and Causal Research – Part II 3 minutes
- Types of Experimentation 4 minutes
- Validity & Reliability 4 minutes
- Types of Experimental Designs 3 minutes
Module 4: Marketing Research Data Collection & Analysis (6 videos + 1 reading)
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.
6 videosTotal 29 minutes
- Primary Data in Market ResearchPreview module 3 minutes
- Secondary Data & Scales of Measurement 4 minutes
- How to Design a Questionnaire 6 minutes
- How to Measure and Scale our Consumers' Attitudes 6 minutes
- Target Population and Sampling 2 minutes
- Categorical Data, Metric Data & Hypothesis Testing 5 minutes
1 readingTotal 40 minutes
- Self-Reports: How the Questions Shape the Answers 40 minutes
I have analyzed reviews and feedback from students who have taken the course to provide a more detailed evaluation.
Based on student feedback, the course is well-structured, informative, and engaging. The course content is presented in a clear and concise manner, and the visual aids and real-life examples are helpful in illustrating key concepts. The course is suitable for both beginners and intermediate-level students, as it covers a wide range of topics in market research and consumer behavior, from research design to data analysis and interpretation.
The course assignments are challenging yet manageable, and they provide students with an opportunity to apply their knowledge and receive feedback from their peers. The peer-reviewed assignments, in particular, are a valuable learning experience, as they allow students to practice their research skills and receive constructive feedback from their peers.
The instructor, Shameek Sinha, is highly knowledgeable and experienced in the field of marketing and market research, and he presents the material in an engaging and accessible way. His practical insights and industry experience are particularly valuable for students who are interested in pursuing a career in marketing or market research.
Overall, the Market Research and Consumer Behavior course by Shameek Sinha on Coursera is a highly recommended resource for students who want to gain more knowledge and skills in market research and consumer behavior. The course provides a solid foundation in the key principles and practices of market research, and it is suitable for anyone who wants to improve their understanding of market research and consumer behavior, whether they are marketing professionals, business owners, or students.
At the time, the course has an average rating of 4.4 out of 5 stars based on over 4,508 ratings.
What you'll learn:
After completing the Market Research and Consumer Behavior course on Coursera, authored by Shameek Sinha, students will gain several skills, including:
Understanding of market research: Students will learn about the importance of market research and how it can be used to gather information about consumers, competition, and market trends. They will also be able to conduct a market research project and analyze the results.
Data collection and analysis: Students will learn about various data collection methods, including surveys, focus groups, and observational research, and understand how to analyze and interpret data using statistical methods such as descriptive statistics, hypothesis testing, and regression analysis.
Consumer behavior theories and models: Students will gain knowledge of consumer behavior theories and models, such as the decision-making process, motivation, attitudes, personality, perception, and learning, and understand how these concepts can be applied in marketing strategies.
Segmentation and targeting: Students will learn about market segmentation and targeting, including how to identify different consumer segments and develop marketing strategies to target them effectively.
Branding and positioning: Students will understand the importance of branding and positioning in marketing and learn how to develop a brand strategy and positioning statement.
Marketing ethics: Students will gain knowledge of ethical issues in marketing and understand how to develop ethical marketing strategies.
Overall, students who complete this course will have a solid foundation in market research and consumer behavior, which can be applied to a variety of industries and marketing contexts.
Shameek Sinha is a marketing professional with extensive experience in market research, consumer behavior, and digital marketing. He has authored several books and academic papers on marketing and is a recognized expert in the field.
Mr. Sinha has worked for several multinational companies, including Procter & Gamble, Colgate-Palmolive, and Wipro, where he held various marketing and market research roles. He is also a visiting faculty member at several business schools, including the Indian Institute of Management (IIM) and the Indian School of Business (ISB).
In addition to his professional experience, Mr. Sinha holds an MBA from IIM Bangalore and a Ph.D. in Marketing from the University of Texas at Austin. He has also received several awards and recognitions for his work in marketing, including the "Outstanding Faculty" award from ISB.
Overall, Shameek Sinha is a highly respected marketing professional with a wealth of experience and expertise in market research and consumer behavior. His work has been influential in shaping the marketing industry, and his teaching has inspired and guided many marketing professionals and students.
The detailed requirements for the Market Research and Consumer Behavior course, authored by Shameek Sinha, on Coursera are as follows:
Familiarity with marketing concepts: Students should have a basic understanding of marketing concepts such as market segmentation, target marketing, product positioning, and the 4 Ps (product, price, promotion, and place).
Knowledge of basic statistics: Students should have knowledge of basic statistical concepts such as descriptive statistics, hypothesis testing, and regression analysis.
Access to a computer and internet: Students should have access to a computer and internet to access the course materials and complete assignments.
Proficiency in English: The course is taught in English, so students should have a good command of the English language.
Basic computer skills: Students should be comfortable using basic computer programs such as Microsoft Excel, PowerPoint, and Word.
Time commitment: The course is designed to take approximately 24 hours to complete, and students should be prepared to commit sufficient time to complete the coursework.
Overall, the course is designed for students who have a basic understanding of marketing and statistics and are looking to gain more knowledge and skills in market research and consumer behavior. Students should also have access to a computer and internet and be comfortable using basic computer programs.