Investigación de mercados y comportamiento del consumidor
This course is part of Estrategia de marketing.
Este curso se divide en dos bloques principales que proporcionan los conocimientos fundamentales para iniciar una carrera en Marketing. El primer bloque se centra en la Investigación de Mercados, donde aprenderás a convertir una decisión en una investigación real. Dominarás técnicas para plantear investigaciones efectivas, recopilar datos relevantes, analizarlos correctamente e interpretarlos para comunicar recomendaciones precisas. El segundo bloque profundiza en el comportamiento del consumidor, explorando el proceso de toma de decisiones durante la compra y consumo de productos. Desarrollarás un enfoque "cliente-céntrico" mediante el análisis de los factores que influyen en las decisiones de compra, entendiendo qué sucede en la mente del consumidor y las variables que afectan sus elecciones. Este conocimiento integral te permitirá formular estrategias y tácticas de marketing más efectivas.
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What you'll learn
Dominar los fundamentos del comportamiento del consumidor y su aplicación en estrategias de marketing
Comprender el proceso completo de toma de decisiones del consumidor, desde el reconocimiento de necesidades hasta la evaluación post-compra
Diseñar investigaciones de mercado efectivas siguiendo metodologías estructuradas
Analizar e interpretar datos primarios y secundarios utilizando técnicas estadísticas apropiadas
Crear cuestionarios eficaces y seleccionar muestras representativas
Aplicar análisis estadísticos como regresión, correlación y pruebas de hipótesis a datos de mercado
Skills you'll gain
This course includes:
3.6 Hours PreRecorded video
4 assignments
Access on Mobile, Tablet, Desktop
Subscription access
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There are 4 modules in this course
Este curso proporciona una sólida base en dos áreas fundamentales del marketing: la investigación de mercados y el comportamiento del consumidor. En la primera parte, los estudiantes aprenderán a diseñar y ejecutar investigaciones de mercado efectivas, desde la recopilación de datos hasta el análisis e interpretación de resultados. La segunda parte se enfoca en entender cómo los consumidores toman decisiones, explorando desde el reconocimiento de necesidades hasta la evaluación post-compra. El curso abarca conceptos teóricos y metodologías prácticas, incluyendo diseños experimentales, técnicas de muestreo, análisis estadístico y medición de actitudes. Los estudiantes desarrollarán habilidades esenciales para crear estrategias de marketing basadas en datos y centradas en el cliente.
Consumer Behavioral Fundamentals
Module 1 · 1 Hours to complete
The Consumer Decision Process
Module 2 · 1 Hours to complete
Marketing Research Fundamentals
Module 3 · 1 Hours to complete
Marketing Research Data Collection & Analysis
Module 4 · 2 Hours to complete
Fee Structure
Individual course purchase is not available - to enroll in this course with a certificate, you need to purchase the complete Professional Certificate Course. For enrollment and detailed fee structure, visit the following: Estrategia de marketing
Instructor
Professor
Shameek Sinha is a professor at IE Business School, specializing in marketing strategy and decision-making. His research focuses on the methodological foundations of consumer and firm decision-making, with a particular emphasis on direct marketing, optimal targeting, and consumer response. He applies Bayesian econometric methods to develop statistical models addressing questions such as how firms determine optimal marketing strategies and how consumers respond to these strategies within market constraints. His work spans applications in both the non-profit and retail sectors. Additionally, Shameek explores applied industrial organization and operations research, using game theory to study channel coordination and contract negotiations between asymmetrical firms. He has presented his research at international conferences like INFORMS Marketing Science Conferences. At IE Business School, he teaches courses such as "Market Research and Consumer Behavior" in English and its Spanish counterpart, "Investigación de mercados y comportamiento del consumidor," as part of the MIM and IMBA programs.
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