Market Segmentation PRO
3.5 (22 ratings)
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Market Segmentation PRO

Learn how to segment existing customer base, get new customers, control market surveys, use IBM SPSS and MS Excel
3.5 (22 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
202 students enrolled
Last updated 4/2016
Current price: $10 Original price: $50 Discount: 80% off
5 hours left at this price!
30-Day Money-Back Guarantee
  • 44 mins on-demand video
  • 2 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • You will be able to do market segmentation professionally
  • You will understand how to make your market data work for you
  • You will learn how to find new markets for your business
  • You will find how to predict customer behaviour
  • You became confident in using cross-tabulation segmentation, regression-based segmentation, clustering, and conjoint analysis
  • You will start using Excel and IBM SPSS at professional level
  • You will know how to design and control market surveys
  • You will learn how to do quick yet powerful new product market research
View Curriculum
  • The course does not have specific requirements for successful compleation
  • The attendees might need Excel or IBM SPSS to conduct practical analysis

In basic terms, market segmentation is dividing a large, general market into smaller, specific segments with different needs.

With the course Market Segmentation PRO by Scandinavian Institute of Business Analytics, you will become an expert market researcher. More precisely, you will learn every aspect of market segmentation at a professional level.

In the course, you, together with restaurant owner, Olle, will conduct a survey and market segmentation of customers with the goal of finding a target audience for the restaurant. Then, with Olle and Tove, a gourmet coffee expert, you will learn how to design a new product (a coffee machine), select attributes, and find niche markets for your product. You will analyze market data using IBM SPSS and Microsoft Excel, learn advantages and disadvantages of the market segmentation technologies, and learn how to interpret the analysis results.

You will learn:

  • 5 advantages of market segmentation
  • A number of segmentation variables that you can use
  • Descriptive and predictive market segmentation techniques
  • 4 major market segmentation techniques: cross-tabulation, regression, clustering, and conjoint-analysis
  • Examples with IBM SPSS and Microsoft Excel.

You do not have to be good at math to complete the course! The course is as intense as it can be and as clear as possible. In 45 minutes, professional instructors will teach you how to conduct market segmentation with real-world customer data. The course material is condensed, filtered, and carefully crafted into 34 video lectures.

The course includes an exam. Successful students will receive a personalized SCANBA Certificate that will open new career opportunities and confirm your level of professional expertise.

Why wait? Take the course today!

Who is the target audience?
  • Market researchers
  • Enterpreneiurs
  • Business Developers
  • Sales Experts
  • MBA Students
Compare to Other Market Research Courses
Curriculum For This Course
Cross-Tabualtion Segmentation
4 Lectures 04:17
Regression-based Segmentation
6 Lectures 06:18
Regression-based Segmentation

Regression Equation

Market Data

Linear Regression

Estimation of Spending

R-squared Value
Market Clustering
7 Lectures 07:38
Cluster Analysis

Cluster Analysis Methods

TwoStep Clustering Method

Ward's Clustering Method

Ward's Clustering Method Example


K-Means Example
Conjoint-based Segmentation
14 Lectures 15:17
Conjoint Analysis

New Business Idea

Conjoint-based Segmentation


Conjoint Analysis Essentials

Conjoint Analysis Process

Attributes and Levels


Data Collection Techniques

Survey Answers

Coding Data

Calculate Attribute Part-Worths

Calculate Attribute Part-Worths Example

Apply Conjoint Results
Course Exam
1 Lecture 01:45
Bonus Lecture: Exam Questions
About the Instructor
Scandinavian Institute of Business Analytics
3.9 Average rating
163 Reviews
2,307 Students
4 Courses

The Scandinavian Institute of Business Analytics (SCANBA) is a business analytics consulting company with operations in Finland and Sweden. SCANBA helps companies and their employees to become significantly more effective and successful by implementing business analytics in their organizations and by increasing employees’ professional skills.

SCANBA provides a broad range of services, including training and certification in business analytics, data management auditing, business process auditing and optimization, predictive analytics implementation, and decision system management.