Acerca de este Curso
4.3
27 calificaciones
3 revisiones
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....
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Cursos 100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.
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Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.
Clock

Approx. 4 hours to complete

Sugerido: 5 hours/week...
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English

Subtítulos: English...
Globe

Cursos 100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.
Calendar

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.
Clock

Approx. 4 hours to complete

Sugerido: 5 hours/week...
Comment Dots

English

Subtítulos: English...

Programa - Qué aprenderás en este curso

Week
1
Clock
1 hora para completar

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....
Reading
2 videos (Total: 20 min), 3 readings, 1 quiz
Video2 videos
Using Factor Analysis to Identify Underlying Constructs - Part 29m
Reading3 lecturas
Collecting and Reporting Survey Results10m
The Sharing Economy10m
Module 1 "Walk-through"20m
Quiz1 ejercicio de práctica
Module 1 Quiz10m
Week
2
Clock
1 hora para completar

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....
Reading
3 videos (Total: 29 min), 1 reading, 2 quizzes
Video3 videos
Using Factor Analysis to Identify Underlying Constructs - Part 49m
Using Factor Analysis to Identify Underlying Constructs - Part 59m
Reading1 lectura
Module 2 "Walk-through"20m
Quiz2 ejercicios de práctica
Practice Quiz - Module 215m
Module 2 Quiz10m
Week
3
Clock
2 horas para completar

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....
Reading
3 videos (Total: 42 min), 4 readings, 2 quizzes
Video3 videos
Customer Segmentation - Part 210m
Customer Segmentation - Part 315m
Reading4 lecturas
In Retail, Profiling for Profit10m
Delta Changes SkyMiles to Require Minimum Spend10m
Starbucks in changing its rewards program, and people are not happy about it10m
Module 3 "Walk-through"20m
Quiz2 ejercicios de práctica
Practice Quiz - Module 315m
Module 35m
Week
4
Clock
1 hora para completar

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....
Reading
2 videos (Total: 22 min), 2 readings
Video2 videos
Building Perceptual Maps - Part 29m
Reading2 lecturas
A Better Way to Map Brand Strategy:10m
Five Steps to Change the Perception of Your Brand10m
4.3

Principales revisiones

por EWDec 6th 2017

Great course, with a much broader content than reflected in the title, allowing to gain insight by using regression analysis of survey data.

Instructor

David Schweidel

Associate Professor of Marketing
Goizueta Business School

Acerca de 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....

Acerca del programa especializado Foundations of Marketing Analytics

In this specialization you will learn how to: • Find, extract, organize and describe data to support business decisions • Identify, quantify and interpret relationships between variables • Derive customer insights from your data • Develop spreadsheet models to analyze data, evaluate risk and optimize business decisions • Present and justify a course of action to management The capstone project will give you an opportunity to apply what has been covered in the specialization to solve a marketing analytics problem....
Foundations of Marketing Analytics

Preguntas Frecuentes

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