Survey Analysis To Gain Marketing Insights
School: Emory University
Registration Link: REGISTER HERE
Start Date: December 1, 2016
Workload: 2-3 Hours Per Week
Instructor: David Schweidel
Credentials: Schweidel is an associate professor of marketing at Emory University’s Goizueta Business School, where he is also co-director of the Emory Marketing Analytics Center. His research focuses on both using social media to gather market intelligence and applying customer behavior models to better measure customer value.
Graded: To earn a passing mark, students must complete all graded assignments.
Description: Any marketer can draft a customer survey. It takes vision, planning, and teamwork to author one that identifies needs, measures satisfaction, or offers insight on how to position and pitch. In fact, survey writing is an intensive process that requires taking the larger context into consideration. For example, you must first decide who to target and how you’ll use the data. You’ll also need to order and format questions so they are consistent and build off of each other. Even more, the process involves testing to ensure questions are concise and avoid vague or manipulative phrasing that can skew results.
In this class, students will be immersed in “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.”
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Additional Notes: This course is the fourth part of Emory’s Foundations of Marketing Analytics specialization, which covers areas like surveying, forecasting models, and managing uncertainty. To learn more about these courses and register for them, click here.
According to Schweidel, this course requires using XL Stat, an Excel Add-on that students would need to purchase. He adds that XL Stat offers a 30-day free trial, so students can use it without paying for it.