Coursera

Survey analysis to Gain Marketing Insights (Coursera)

Offered by Emory University,
Survey analysis to Gain Marketing Insights (Coursera)

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.

Class Deals by MOOC List - Click here and see Coursera's Active Discounts, Deals, and Promo Codes.

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.

Go to Class
MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.

Related Courses

Gamification (Coursera) Coursera
University of Pennsylvania

Gamification (Coursera)

CS: Design & Product

Gamification is the application of game elements and digital game design techniques to non-game problems, such as business and social impact challenges. This course will teach you the mechanisms of gamification, why it has such tremendous potential, and how to use it effectively.

Sep 28th 2026
5-12 Weeks
Game Business Social
Details
Combining and Analyzing Complex Data (Coursera) Coursera
University of Maryland, College Park

Combining and Analyzing Complex Data (Coursera)

Statistics & Data Analysis

In this course you will learn how to use survey weights to estimate descriptive statistics, like means and totals, and more complicated quantities like model parameters for linear and logistic regressions. Software capabilities will be covered with R® receiving particular emphasis. The course will also cover the basics of record linkage and statistical matching—both of which are becoming more important as ways of combining data from different sources. Combining of datasets raises ethical issues which the course reviews. Informed consent may have to be obtained from persons to allow their data to be linked. You will learn about differences in the legal requirements in different countries.

Sep 21st 2026
4 Weeks
Ethics Models Data Analysis
Details
The Business of Social (Coursera) Coursera
Northwestern University

The Business of Social (Coursera)

Management & Leadership Marketing & Communication

In a 2014 study of CEOs and CMOs, IBM found 63% wanted social strategies which generate business metrics while only 20% of businesses worldwide actually have them. This means strategies which not only grow your company’s social footprint but link to your sales and marketing systems. With this critical linkage, your social and mobile strategies will provide you with the ability to engage consumers at a 1-to-1 level and measure your social investments in terms of costs, revenues, profits and ROI. In this fifth MOOC of the Social Marketing Specialization - "The Business of Social" - you will learn how to transform your organization's social marketing from an untracked investment to an integral part of your company’s marketing strategy.

Sep 14th 2026
4 Weeks
Business Management Strategy
Details
Artificial Intelligence in Marketing (Coursera) Coursera
University of Virginia

Artificial Intelligence in Marketing (Coursera)

Marketing & Communication Business

AI is everywhere! By harnessing the power of Artificial Intelligence, businesses and marketers have amazing growth potential, and the opportunities to enhance marketing with AI are always expanding. But how can businesses use AI tools to drive their success and gain sustainable competitive advantages? What are the challenges faced by businesses as they implement AI into their marketing strategies? In this course, developed at the Darden School of Business at the University of Virginia, and delivered by Professor of Business Administration Raj Venkatesan, you will explore an important frontier of digital transformation in marketing.

Sep 28th 2026
4 Weeks
Business Marketing Artificial Intelligence
Details
Comunicaciones integradas de marketing: Publicidad, Relaciones Públicas, Marketing Digital y más (Coursera) Coursera
IE Business School

Comunicaciones integradas de marketing: Publicidad, Relaciones Públicas, Marketing Digital y más (Coursera)

Management & Leadership Marketing & Communication

¿Qué tanto conoce las campañas de comunicación de marketing? Obtenga más información acerca de este pilar clave del marketing mix y aprovéchelo para dar un impulso a su producto o servicio. A través de este curso aprenderá a enfrentar los mayores retos a la hora de planificar y evaluar las estrategias y ejecuciones de comunicaciones de marketing. Tendrá las habilidades para combinar las teorías y modelos con información práctica y así tomar mejores decisiones de comunicaciones de marketing. Al completar este curso será capaz de aprovechar las comunicaciones integradas de marketing (IMC por sus siglas en inglés) en el proceso de crear marcas valiosas y ganar el corazón de sus consumidores.

Sep 14th 2026
4 Weeks
Marketing Advertising Public Relations
Details
Introducción al Mercado (Coursera) Coursera
Universidad Nacional Autónoma de México

Introducción al Mercado (Coursera)

Management & Leadership Marketing & Communication

El estudio de mercado nos ayuda a identificar y definir oportunidades y problemas de mercado, para generar y evaluar estrategias de promoción y venta de los productos y/o servicios de tu empresa o idea de negocio, y a su vez mejorar la relación que existe entre la empresa y sus clientes, consumidores, proveedores, etc.

Sep 28th 2026
5-12 Weeks
Markets Marketing Sales
Details
Framework for Data Collection and Analysis (Coursera) Coursera
University of Maryland, College Park

Framework for Data Collection and Analysis (Coursera)

Statistics & Data Analysis Data Science

This course will provide you with an overview over existing data products and a good understanding of the data collection landscape. With the help of various examples you will learn how to identify which data sources likely matches your research question, how to turn your research question into measurable pieces, and how to think about an analysis plan.

Sep 14th 2026
4 Weeks
Analysis Data Analysis Analytics
Details
Measure and Optimize Social Media Marketing Campaigns (Coursera) Coursera
Facebook

Measure and Optimize Social Media Marketing Campaigns (Coursera)

Marketing & Communication Business

This course provides you with the skills to optimize your social media marketing efforts. Learn to evaluate and interpret the results of your advertising campaigns. Learn how to assess advertising effectiveness through lift studies and optimize your campaigns with split testing. Understand how advertising effectiveness is measured across platforms and devices, learn how to evaluate the ROI of your marketing, and master how to communicate your social media marketing results to others in the company. By the end of this course, you will be able to: analyze dashboards and evaluate ROI from your social media marketing efforts; understand different techniques used to optimize marketing campaigns, such as attribution and marketing mix models; implement an A/B test to optimize your campaign; present and communicate the results of your campaign to a team.

Sep 20th 2026
4 Weeks
Marketing Advertising Digital Marketing
Details
Marketing Analytics (Coursera) Coursera
University of Virginia

Marketing Analytics (Coursera)

Marketing & Communication Business

Organizations large and small are inundated with data about consumer choices. But that wealth of information does not always translate into better decisions. Knowing how to interpret data is the challenge -- and marketers in particular are increasingly expected to use analytics to inform and justify their decisions. Marketing analytics enables marketers to measure, manage and analyze marketing performance to maximize its effectiveness and optimize return on investment (ROI). Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends, which can be further utilized for future marketing and business decisions.

Sep 14th 2026
5-12 Weeks
Marketing Regression Data Analysis
Details
Viral Marketing and How to Craft Contagious Content (Coursera) Coursera
University of Pennsylvania

Viral Marketing and How to Craft Contagious Content (Coursera)

Management & Leadership Marketing & Communication

Ever wondered why some things become popular, and other don't? Why some products becomes hits while others flop? Why some ideas take off while others languish? What are the key ideas behind viral marketing? This course explains how things catch on and helps you apply these ideas to be more effective at marketing your ideas, brands, or products. You'll learn how to make ideas stick, how to increase your influence, how to generate more word of mouth, and how to use the power of social networks to spread information and influence.

Sep 14th 2026
4 Weeks
Marketing Social Media Marketing Strategy
Details