Survey analysis to Gain Marketing Insights (Coursera)

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.

Course 4 of 6 in the Foundations of Marketing Analytics Specialization.

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.

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.

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.

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.