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Learning Path: Marketing and Consumer Research

Video Description

Conducting ongoing marketing and consumer research is important for any business that wants to offer products and services that are well targeted and maintain a competitive edge. With this Learning Path, you'll acquire the skills to identify potential customers, understand current customers, set realistic targets, develop effective strategies for growing your business, and more.

Table of Contents

  1. Leveraging Surveys, by Francois Christen
    1. Overview of the Course 00:03:26
    2. Brand Awareness 00:05:45
    3. Brand Perception - Brand Attributes and Bipolar Scales 00:07:13
    4. Brand Personality and Likert-Like Scales 00:03:57
    5. Brand Score Cards and Corporate Reputation 00:13:10
    6. Customer Loyalty 00:08:49
    7. Surveys for New Product Development and Conjoint Analysis 00:09:56
    8. Collecting and Analyzing Conjoint Data 00:04:34
    9. Choice-Based Conjoint 00:09:34
    10. Guidelines for Survey Question Development and Launching Surveys 00:21:49
    11. How to Create Accurate Surveys and an Overview of Sampling 00:08:44
    12. Sample Size Calculations 00:07:50
    13. Illustration of Sample Size Calculations 00:17:30
    14. Driver Analyses 00:07:44
    15. Causation 00:09:51
    16. Validity and Reliability of Measurement 00:07:06
  2. Using Storytelling to Effectively Communicate Data, by Michael Freeman
    1. Course Overview And About The Author 00:03:56
    2. How To Access Your Working Files 00:01:15
    3. Role Of Visual Communication 00:01:56
    4. Aims Of Data Visualization 00:03:18
    5. Emerging Limitations And Underlying Challenges 00:03:00
    6. Why Storytelling Is A Solution 00:03:22
    7. Design Story 00:08:03
    8. Story Structure In Visualization 00:03:46
    9. Using Storytelling To Ensure Clarity 00:02:58
    10. Analyzing A Chord Diagram 00:06:06
    11. Role Of Storytelling In Engagement 00:02:08
    12. Hooking Your Audience 00:03:34
    13. Providing Context 00:04:21
    14. Humanizing Through Storytelling 00:03:26
    15. Personalized Stories 00:05:04
    16. Tool Selection 00:05:15
    17. Using Slide Decks And Google Charts 00:06:41
    18. Tableau 00:09:41
    19. Web Platforms 00:06:40
    20. Wrap Up 00:06:19
  3. A/B Testing, A Data Science Perspective, by Lisa Qian
    1. Overview of the Course 00:02:15
    2. Why Should You Run A/B Tests? 00:04:18
    3. The 10 Steps and An Overview of Case Studies 00:03:01
    4. Case Study 1: Red vs. Green Button 00:22:16
    5. Case Study 2: Testing a New Landing Page 00:16:11
    6. Case Study 3: Price Recommendations on an Online Marketplace 00:11:46
    7. Summary: Setting Up an A/B Test 00:05:16
    8. Some of Your Options 00:04:53
    9. Scaling A/B Testing and Developing a Culture of Experimentation 00:06:53