Investigación de mercados y comportamiento del consumidor

Go to Course: https://www.coursera.org/learn/investigacion-de-mercados

Introduction

### Course Review: Investigación de mercados y comportamiento del consumidor **Overview** The course "Investigación de mercados y comportamiento del consumidor," available on Coursera, is the first in a specialization that equips students with the foundational knowledge necessary to embark on a career in marketing. It offers a two-block structure that delves into essential tools and techniques for transforming decisions into actionable research. This course is a perfect blend of theoretical insights and practical applications, making it an excellent choice for anyone looking to understand the intricacies of market research and consumer behavior. --- **Course Syllabus** 1. **Consumer Behavioral Fundamentals** - This module lays the groundwork by introducing students to the core principles of consumer behavior. You'll learn how consumers make purchasing decisions and how you can leverage this understanding to develop effective marketing strategies. The insights provided here are vital for crafting campaigns that resonate with target audiences and drive sales. 2. **The Consumer Decision Process** - Diving deeper into the consumer psyche, this module explores the stages of the consumer decision-making process. Students will examine how potential buyers evaluate products, the influences that lead to their purchase decisions, and how they assess satisfaction post-purchase. This knowledge differentiates between consumer and business markets, equipping you with the skills to tailor your marketing efforts appropriately. 3. **Marketing Research Fundamentals** - In the second half of the course, you'll turn your focus to marketing research. This module, delivered by Professor Sinha, emphasizes the importance of market studies and the methodologies for data collection. Understanding the nuances of various study types and experimental designs is crucial for any marketer who wants to base their decisions on solid, empirical evidence. 4. **Marketing Research Data Collection & Analysis** - The final module expands on the types of data collected during market research and emphasizes the importance of effective survey design. You'll gain hands-on experience in evaluating collected data and translating it into meaningful insights. Learning to create impactful surveys and analyze their results is essential for any marketing research professional. --- **Review and Recommendation** "Ideally suited for marketing professionals, students, or business owners, the 'Investigación de mercados y comportamiento del consumidor' course stands out for its structured approach and practical relevance. The content is not just theoretical; it gears you toward applying what you learn in real marketing scenarios. The course's delivery is engaging, with Professor Sinha's teaching style facilitating a deep understanding of complex concepts. Each module builds upon the last, creating a comprehensive framework that you can return to throughout your career. The combination of consumer behavior theories and hands-on research methods prepares students to tackle marketing challenges effectively. Whether you're just starting in the field of marketing or looking to enhance your knowledge, this course offers valuable insights that can lead to more informed decision-making and greater success in your marketing endeavors. I highly recommend this course for anyone eager to delve into the dynamic world of market research and consumer behavior." In conclusion, pursue "Investigación de mercados y comportamiento del consumidor" on Coursera if you want to equip yourself with substantive knowledge in marketing research, understand consumer insights, and excel in developing effective marketing strategies that drive results.

Syllabus

Consumer Behavioral Fundamentals

Los alumnos aprenderán los fundamentos del comportamiento de los consumidores y el proceso de toma de decisiones de los consumidores y cómo utilizar esta información para formular estrategias y tácticas de marketing eficaces.

El módulo 2 le guiará a través del proceso de toma de decisiones de los consumidores. Aquí explorará cómo un comprador potencial estudia un producto, cómo toma su decisión de compra y cuál es su evaluación después de la compra. También aprenderá la diferencia entre mercados de consumo y mercados de empresas.

En la segunda mitad de este curso, explorará el mundo de los estudios de mercado. En el Módulo 3, el profesor Sinha explicará la importancia del estudio de mercado y cómo recopilar datos. Después, profundizará en los distintos tipos de estudio y diseño experimentales.

En el último Módulo de este curso, aprenderá con mayor detalle los distintos tipos de datos recopilados durante el proceso de estudio de mercado y cómo evaluarlos. También se explicará la importancia de una encuesta eficaz y cómo crearla. En la segunda mitad del curso, explorará el mundo de los estudios de mercado.