Section 2: Market Research, Segmentation and Targeting

MOOC Summaries - Introduction to Marketing

Section 2: Market Research, Segmentation and Targeting

“Market Research … Actionable Insights Through Research … Segmentation and Targeting … Practical Consideration for Segmentation … Takeaways”


  • Consolidated Summary

Consolidated Summary

  • Fundamentals of market research and segmentation and how to avoid some of the mistakes.
  • Importance of understanding your customers and how to segment them.
  • How research is a trade-off between speed and cost versus quality and risk.
  • Differences between:
    • primary and secondary research.
    • qualitative and quantitative research and when to use which.
    • business to consumer and business to business.
  • Case study: How BMW segments their customers.

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