How do customers perceive your brand in comparison to your competitors? When a new product is released, how should it be positioned? What customer groups are the most interested in our existing offerings?

For these questions and many others, surveys remain the tried and true method for gaining marketing insights.

Surveys continue to be the tried and tested approach for getting marketing insights for these and many other topics. From one-time customer satisfaction surveys to ongoing brand tracking surveys, they give marketers the information they need to understand how their products, services, and brands are perceived by customers. Learners in Analytic Approaches for Survey Data will become acquainted with known statistical methods for transforming survey replies into insights that can be used to make decisions.

Factor analytics, cluster analysis, discriminant analysis, and multidimensional scaling are among the techniques presented. These strategies are provided inside the STP (Segmentation, Positioning, and Targeting) Framework, letting learners employ analytic tools to construct a marketing plan. Before registering for this course, it is advised to take another course on meaningful Marketing Insights and metrics.

Please keep in mind that this course would necessitate the usage of XL Stat, an Excel Add-on that learners would need to purchase. Because XL Stat offers a 30-day free trial, learners can complete this course without incurring additional costs.