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Market Research and Consumer Behavior, IE Business School

749 ratings
162 reviews

About this Course

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!...

Top reviews


Oct 19, 2018

This is a very complete course, with a lot of interesting concepts. People without formal studies on marketing who want to have overall, strong and relevant understanding should start right here!


May 05, 2018

I have learnt so much on the fundamentals of Consumer Behaviour and Market Research. Thank you to Professor Sameek Sinha for the guidance and excellent delivery of the module lesson.

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160 Reviews

By Harsh Thakker

Dec 09, 2018

It was very insightful.

By Ajinkya Ananad Wanjari

Dec 09, 2018

content is good

By Nikhil Kumar Singh

Nov 30, 2018

Great learning

By Ricardo Begonha Moreira Gonçalves

Nov 30, 2018

terrible dumbed down stuff

By Nupoor R Hurmade

Nov 23, 2018

The entire course was conducted very well and the description is easy to understand. The demo (buyer Tiffany) was very good idea and helped to quickly grasp the concept. Use of more and diverse examples to explain the data measurements like the use of scale would prove more helpful. Thanks!

By Roseline Olatoye

Nov 21, 2018

I enjoyed the Consumer Behaviour part more, the Market Research part was a bit boring to me. The Instructor had a good knowledge delivery but seemed constrained to cover the topics in details and the course materials were not sufficient to read further on them.

By Claudio Ignacio Campos Mercado

Nov 19, 2018

Muy importante y relevante para comprender el comportamiento del consumidor, y cómo evaluarlo. La última etapa del curso es la más densa, en dónde se ahonda en temas muy específicos, y de poco utilidad al menos para mí. En general, es un curso excelente.

By ghassen bahroun

Nov 19, 2018


By Kinnera Boppana

Nov 18, 2018


By Dina Hrastović

Nov 13, 2018

A very nicely elaborated courses. Not challenging at all with a great structure for the continuation of research or marketing education.