Learn Market Segmentation Online

The online course material is condensed, filtered, and carefully crafted into 34 video lectures.

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.
Take The Course

  • You will be able to do market segmentation professionally

    You became confident in using cross-tabulation segmentation, regression-based segmentation, clustering, and conjoint analysis

  • You will know how to design and control market surveys

    You will learn how to do quick yet powerful new product market research

  • You will find how to predict customer behaviour

    You will start using Excel and IBM SPSS at professional level

  • The course includes downloadable files with the examples

    Downloadable 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.

  • Personalized SCANBA Certificate

    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.

What Will I Learn?

  • You will be able to do market segmentation professionally

  • You will learn how to find new markets for your business

  • You became confident in using cross-tabulation segmentation, regression-based segmentation, clustering, and conjoint analysis

  • You will know how to design and control market surveys

  • You will understand how to make your market data work for you

  • You will find how to predict customer behaviour

  • You will start using Excel and IBM SPSS at professional level

  • You will learn how to do quick yet powerful new product market research

Course curriculum

  • 01
    Segmentation Essentials
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  • 02
    Cross-Tabualtion Segmentation
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    • Cross-tabulation Segmentation
    • Gather Market Data
    • Construct Cross-tabulation Table
    • Interpret Cross-tabulation Table
  • 03
    Regression-based Segmentation
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  • 04
    Market Clustering
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    • Cluster Analysis FREE PREVIEW
    • Cluster Analysis Methods
    • TwoStep Clustering Method
    • Ward's Clustering Method
    • Ward's Clustering Method Example
    • K-Means
    • K-Means Example
  • 05
    Conjoint-based Segmentation
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    • Conjoint Analysis
    • New Business Idea
    • Conjoint-based Segmentation
    • Terminology
    • Conjoint Analysis Essentials
    • Conjoint Analysis Process
    • Attributes and Levels
    • Bundles
    • Data Collection Techniques
    • Survey Answers
    • Coding Data
    • Calculate Attribute Part-Worths
    • Calculate Attribute Part-Worths Example
    • Apply Conjoint Results
  • 06
    SCANBA Certificate
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Course price

SCANBA Certificate

By the end of the course, you will be able to pass an exam and receive a personalized certificate of completion from the Scandinavian Institute of Business Analytics.
Take The Course
SCANBA Certificate