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.
提供方
市场分析基础 专项课程艾莫利大学课程信息
学生职业成果
50%
50%
学生职业成果
50%
50%
提供方
艾莫利大学
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.
教学大纲 - 您将从这门课程中学到什么
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.
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.
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.
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.
审阅
来自SURVEY ANALYSIS TO GAIN MARKETING INSIGHTS的热门评论
Great course, with a much broader content than reflected in the title, allowing to gain insight by using regression analysis of survey data.
nice course to understand practical application of taking surveys and analyzing them
关于 市场分析基础 专项课程
In this specialization you will learn how to:
常见问题
我什么时候能够访问课程视频和作业？
讲座和作业的访问权限取决于您的注册类型。如果您以旁听模式参加课程，则可以免费查看大多数课程资料。要访问评分作业并获得证书，您需要在旁听期间或之后购买证书体验。如果看不到旁听选项：
- 课程可能不提供旁听选项。您可以尝试免费试用，也可以申请助学金。
- 课程可能会改为提供'完整课程，没有证书'。通过此选项，您可以查看所有课程材料、提交所要求的作业，以及获得最终成绩。这也意味着您将无法购买证书体验。
我订阅此专项课程后会得到什么？
您注册课程后，将有权访问专项课程中的所有课程，并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中，您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容，可以免费旁听课程。
Is financial aid available?
是的，Coursera 可以为无法承担费用的学生提供助学金。通过点击左侧“注册”按钮下的“助学金”链接可以申请助学金。您可以根据屏幕提示完成申请，申请获批后会收到通知。您需要针对专项课程中的每一门课程完成上述步骤，包括毕业项目。了解更多。
完成课程后，我会获得大学学分吗？
此课程不提供大学学分，但部分大学可能会选择接受课程证书作为学分。查看您的合作院校，了解详情。Coursera 上的在线学位和 Mastertrack™ 证书提供获得大学学分的机会。
还有其他问题吗？请访问 学生帮助中心。
