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Market Research and Consumer Behavior

IE Business School

Market Research and Consumer Behavior

by IE Business School

Market Research and Consumer Behavior

IE Business School

5 min
3 key insights
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This course offered by IE Business School through Coursera will help you conduct market research by developing an understanding of how consumers make purchasing decisions.

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Market Research and Consumer Behavior

by IE Business School

Market Research and Consumer Behavior

IE Business School

Overview

The most important thing you can do before taking a business decision is to conduct thorough market research in your niche. But you cannot conclude anything without understanding how your target consumer makes decisions.

Professor Shameek Sinha teaches Marketing Fundamentals and Marketing Strategy for Decision Making in the MIM and IMBA programs at IE Business School. With years-long experience in researching optimal consumer targeting, Professor Sinha explains how we can understand consumer responses.

Consumers are neither mindless drones nor hyper-conscious buyers, but make decisions based on a complex set of factors. This course introduces Prospect theory, which encompasses many aspects of consumer behavior, assisting in explorative, descriptive, and causal market research.

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"Consumers usually have a diminished sensitivity and somewhat differential reaction to gains versus losses."

Shameek Sinha

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Market Research and Consumer Behavior

IE Business School

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