Survey analysis to Gain Marketing Insights

About this course: How do consumers see your brand relative to your competitors? How should a new product be positioned when it’s launched? Which customer segments are most interested in our current offerings? For these questions and many others, surveys remain the tried and true method for gaining marketing insights. From one-off customer satisfaction surveys to brand tracking surveys that are administered on a continuous basis, they provide the information that marketers need to understand how their products, services and brands are seen by consumers. In Analytic Methods for Survey Data, learners will become familiar with established statistical methods for converting survey responses to insights that can support marketing decisions. Techniques discussed include factor analytics, cluster analysis, discriminant analysis and multi-dimensional scaling. These techniques are presented within the STP (Segmentation, Positioning, Targeting) Framework, enabling learners to apply the analytic techniques to develop a marketing strategy. It is recommended that you complete the Meaningful Marketing Insights course offered by Coursera before taking this course. Note: This course would require using XL Stat, an Excel Add-on that students would need to purchase. XL Stat offers a 30-day free trial, so students could complete this course without incurring additional expense.

Created by:  Emory University

• Taught by:  David Schweidel, Associate Professor of Marketing

  Goizueta Business School

Basic Info Course 4 of 6 in the Foundations of Marketing Analytics Specialization Language English How To Pass Pass all graded assignments to complete the course. User Ratings 3.9 stars Average User Rating 3.9See what learners said Travail en cours

Chaque cours fonctionne comme un manuel interactif en proposant des vidéos préenregistrées, des quiz et des projets.

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Emory University Emory University, located in Atlanta, Georgia, is one of the world's leading research universities. Its mission is to create, preserve, teach and apply knowledge in the service of humanity.

Syllabus


WEEK 1


Introduction to Factor Analysis
This module will provide readings and discussions to provide an introduction to the topic of Factor Analysis. It is recommended that you complete the Meaningful Marketing Insights course offered by Coursera before taking this course.


2 videos, 3 readings expand

1. Lecture: Collecting and Reporting Survey Results
2. Lecture: The Sharing Economy
3. Demande de discussion: Pre-course Discussion
4. Video: Using Factor Analysis to Identify Underlying Constructs - Part 1
5. Video: Using Factor Analysis to Identify Underlying Constructs - Part 2
6. Lecture: Module 1 "Walk-through"

Graded: Module 1 Quiz

WEEK 2


Implementing Factor Analysis
This module will provide lectures and exercises that will inform students on how to determine the number of factors to consider in your analysis and to evaluate the fit of the data.


3 videos, 1 reading, 1 practice quiz expand

1. Video: Using Factor Analysis to Identify Underlying Constructs - Part 3
2. Video: Using Factor Analysis to Identify Underlying Constructs - Part 4
3. Video: Using Factor Analysis to Identify Underlying Constructs - Part 5
4. Quiz pour s'exercer: Practice Quiz - Module 2
5. Lecture: Module 2 "Walk-through"

Graded: Module 2 Quiz

WEEK 3


Customer Segmentation
This module will introduce components of customer segmentation to students. Students will use this knowledge to be able to analyze data and make more informed business decisions.


3 videos, 4 readings, 1 practice quiz expand

1. Lecture: In Retail, Profiling for Profit
2. Lecture: Delta Changes SkyMiles to Require Minimum Spend
3. Lecture: Starbucks in changing its rewards program, and people are not happy about it
4. Demande de discussion: Discussion: Customer Segmentation
5. Video: Customer Segmentation - Part 1
6. Video: Customer Segmentation - Part 2
7. Video: Customer Segmentation - Part 3
8. Quiz pour s'exercer: Practice Quiz - Module 3
9. Lecture: Module 3 "Walk-through"

Graded: Module 3

WEEK 4


Perceptual Maps
This module will explain and describe perceptual maps. Students will be able to create perceptual maps and also analyze data from perceptual maps.


2 videos, 2 readings expand

1. Lecture: A Better Way to Map Brand Strategy:
2. Lecture: Five Steps to Change the Perception of Your Brand
3. Video: Building Perceptual Maps - Part 1
4. Video: Building Perceptual Maps - Part 2
5. Demande de discussion: Discussion - Module 4