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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/survey-analysis-marketing-insights
课程评论：没有评论
课程名称：市场洞察的调查分析 课程概述：消费者如何看待您的品牌与竞争对手相比？新产品推出时应该如何定位？哪些客户群体对我们的现有产品最感兴趣？调查依然是获取市场洞察的可靠方法。从单次客户满意度调查到持续进行的品牌追踪调查，这些调查提供了营销人员所需的信息，以理解消费者对其产品、服务和品牌的看法。在“调查数据的分析方法”课程中，学习者将熟悉将调查回应转化为支持营销决策的洞察的既定统计方法。讨论的技术包括因子分析、聚类分析、判别分析和多维尺度分析。这些技术将在STP（细分、定位、目标）框架内进行介绍，使学习者能够将分析技术应用于制定市场策略。建议在参加本课程之前，完成Coursera提供的“有意义的市场洞察”课程。 注意：本课程需要使用XL Stat，这是一个需要购买的Excel附加组件。XL Stat提供30天的免费试用，因此学生可以在不产生额外费用的情况下完成本课程。 课程大纲： 1. 因子分析简介 - 该模块将提供阅读材料和讨论，以介绍因子分析的主题。建议在参加此课程之前完成“有意义的市场洞察”课程。 2. 实施因子分析 - 该模块将提供讲座和练习，告知学生如何确定分析中考虑的因子数量以及评估数据的拟合度。 3. 客户细分 - 该模块将向学生介绍客户细分的组成部分。学生将利用这些知识分析数据并做出更明智的商业决策。 4. 知觉图 - 该模块将解释和描述知觉图。学生将能够创建知觉图并分析知觉图中的数据。
Name:Introduction to Factor Analysis
Description: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.
Name:Implementing Factor Analysis
Description: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.
Name:Customer Segmentation
Description: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.
Name:Perceptual Maps
Description:This module will explain and describe perceptual maps. Students will be able to create perceptual maps and also analyze data from perceptual maps.
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. Note: This course would require using XL Stat, an Excel Add-on that students would need to purchase. XL Stat offers a 30-day free trial, so students could complete this course without incurring additional expense.
