Market Segmentation PRO

Learn how to segment existing customer base, get new customers, control market surveys, use IBM SPSS and MS Excel

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$50
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  • Lectures 36
  • Video 44 mins
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion

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About This Course

Published 5/2014 English

Course Description

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!

What are the requirements?

  • The course does not have specific requirements for successful compleation
  • The attendees might need Excel or IBM SPSS to conduct practical analysis

What am I going to get from this course?

  • 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

What is the target audience?

  • Market researchers
  • Enterpreneiurs
  • Business Developers
  • Sales Experts
  • MBA Students

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What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: Segmentation Essentials
Segmentation Definition
Preview
00:42
Segmentation Advantages
Preview
01:46
Segmentation Variables
Preview
03:11
Segmentation Types
Preview
02:48
Section 2: Cross-Tabualtion Segmentation
Cross-tabulation Segmentation
Preview
00:39
Gather Market Data
Preview
00:46
Construct Cross-tabulation Table
Preview
01:59
Interpret Cross-tabulation Table
00:53
Section 3: Regression-based Segmentation
Regression-based Segmentation
00:37
Regression Equation
00:54
Market Data
01:11
Linear Regression
01:17
Estimation of Spending
01:35
R-squared Value
00:44
Section 4: Market Clustering
Cluster Analysis
00:24
Cluster Analysis Methods
00:28
TwoStep Clustering Method
01:18
Ward's Clustering Method
00:58
Ward's Clustering Method Example
01:30
K-Means
00:58
K-Means Example
02:02
Section 5: Conjoint-based Segmentation
Conjoint Analysis
01:00
New Business Idea
00:27
Conjoint-based Segmentation
00:43
Terminology
00:49
Conjoint Analysis Essentials
00:57
Conjoint Analysis Process
00:52
Attributes and Levels
00:51
Bundles
01:04
Data Collection Techniques
02:07
Survey Answers
00:43
Coding Data
00:56
Calculate Attribute Part-Worths
00:28
Calculate Attribute Part-Worths Example
02:40
Apply Conjoint Results
01:40
Section 6: Course Exam
Bonus Lecture: Exam Questions
01:45

Instructor Biography

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.

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