What are the starting requirements?

None. No prior knowledge and no formal application are needed. All you need is a web browser.

What does the course cost?

With the current discount, this course costs US$12, including the full course content and your personal certificate. There are no additional costs.

How do I get my certificate?

Work through the 9 chapters and pass the course quiz, which is multiple choice with free retakes and no time limit. The certificate is issued instantly as a digital PDF with a unique ID that employers can verify online.

What is the value of the certificate?

IBMI holds its programs to the same high standards applied by traditional educational institutions, and its certificates are acknowledged by employers worldwide as professional certificates. IBMI does not award academic titles or degrees.

Market Research and Consumer Behavior — IBMI

All courses

Market Research and
Consumer Behavior

New course

Every business decision is a bet on customers. In about two hours, you will learn how to ask the right questions, choose the right research method, avoid common survey mistakes and understand why people buy what they buy.How to understand customers and why they buy, in about two hours.

US$3030 €£30CHF 30SAR 113AED 110₹2,850₱1,920Rp544.000EGP 1,680MAD 295MX$560R500R$162Rs 8,300₦40,300₺1.490QAR 109C$42A$43NZ$53HK$240S$38119 zł144 lei9 900 Ft660 Kč300 kr200 kr.280 kr51 ₼AMD 10,800KSh3,900K605Rs 1,420TSh79,30017 700 CFA17 700 CFAUGX 135,000Br4,920Kz 27.4001.920 MT4 060 DA1 370 ₴2 440 Lek₪9278 ₾3.160 RSD542 lei1.650 den53 KM3.670 kr.RM123৳ 3,730฿1,010UZS 360 000775.000 ₫Rs 9,99013 600 ₸¥200₩39,800¥4,730NT$970Rs 4,580J$4,770S/ 104AR$46.200TT$204CO$96.000Q230RD$1,840CL$29.700₡13.700 US$1212 €£12CHF 12SAR 45AED 44₹1,140₱770Rp218.000EGP 670MAD 118MX$220R200R$65Rs 3,300₦16,100₺600QAR 44C$17A$17NZ$21HK$90S$1547 zł58 lei4 000 Ft260 Kč120 kr80 kr.110 kr20 ₼AMD 4,300KSh1,560K242Rs 570TSh31,7007 100 CFA7 100 CFAUGX 54,000Br1,970Kz 11.000770 MT1 620 DA550 ₴980 Lek₪3731 ₾1.260 RSD217 lei660 den21 KM1.470 kr.RM49৳ 1,490฿400UZS 144 000310.000 ₫Rs 4,0005 400 ₸¥80₩15,900¥1,890NT$390Rs 1,830J$1,910S/ 41AR$18.500TT$82CO$38.000Q92RD$740CL$11.900₡5.500 −60%

Add to cart

Secure checkout · one-time payment · instant access

2 hoursself-paced

Certificateincluded

Lifetimefull access

100% onlineany device

Text & Audioread or listen

Introductoryany level

This course counts toward the Marketing Management program certificate — at no extra cost.

What you will learn

Customers do not always do what they say. This course shows you how to find out what they really want and how they decide, with research methods that managers and marketers can use without a statistics degree.

Core skills

Plan a research project, from the business question to the right method
Use interviews, focus groups, observation, surveys and experiments well, and avoid common biases
Understand how customers decide, from the decision journey to habits, loss aversion and social proof

More details

This is practical knowledge for your everyday work. Across nine short chapters you learn the research methods marketers use and the psychology behind real buying decisions.

Why this matters

26%

of consumers actually bought from purpose-driven brands, although 65% said they wanted to. What customers say and what they do often differ.

Source: Harvard Business Review, 2019

You will learn how to use secondary sources, run qualitative and quantitative research, design questionnaires and samples, turn findings into decisions and understand the consumer decision journey, the psychology of buying and business buying behavior. Two real cases, New Coke and Domino’s Pizza, bring it all together.

The course is designed for managers, marketers, founders and everyone who wants to understand customers better. No statistics are required.

The course takes about two hours in text and audio, is fully self-paced, and comes with lifetime access and no prerequisites. Pass the short final exam to earn a verifiable certificate.

What we will cover

9 focused chapters that take you from the first research question to a deep understanding of customers, each with practical, real-world examples.

9chapters

~2hself-paced

Text & audioread or listen

See the full curriculum

Introduction

The Market Research Process
Secondary Research
Research Ethics and Data Protection

In-Depth Interviews
Focus Groups
Observation and Social Listening

Surveys and Questionnaires
Sampling
Survey Errors and Biases
Experiments and A-B Tests

From Findings to Insights
Segment Profiles and Personas
Customer Journey Maps

The Consumer Decision Journey
Needs and Motivation
Perception and Attitudes
Social and Cultural Influences
Business Buying Behavior

Habits and Mental Shortcuts
Loss Aversion and Framing
Social Proof
Choice Overload and Defaults

New Coke: Asking the Wrong Question
Domino's: Listening to Harsh Feedback

Conclusion

Course Quiz & Your CertificateMultiple choice · free retakes · no time limit · certificate issued instantly on passing

Learn your way

Read or listen at your own pace, on any device — and yours to keep forever.

ibm-institute.com

Chapter 4 of 9Quantitative Research

3:20 / 6:00

A survey can answer the wrong question perfectly. In this chapter, you learn how to plan surveys, choose samples and write good questions.

The research process

Start with the business question, choose the method, collect and analyze the data, and turn it into a decision.

With practical examples, you will see how small changes in wording change the answers.

You will leave with a checklist for your next questionnaire.

PreviousNext chapter

Progress

48% complete

Content

Introduction

Market Research Basics

Qualitative Research

Quantitative Research

5 From Research to Decisions

6 How Customers Decide

7 The Psychology of Buying

8 Case Studies

9 Conclusion

No app neededIn your browser
Any devicePhone to laptop
Auto-savedContinue anytime
Stay focusedDistraction-free

Certificate

A certificate you can
actually use

Instantas a digital PDFPDF download
Includedno extra fees
Lifetimeno expiry
ShareableLinkedIn & CV

Verifiableunique ID number

Demo verification

IBMI-BM-8F3K2

Valid certificateMarket Research and Consumer BehaviorIssued by IBMI Berlin to David Fischer · 15 July 2025

Check any real certificate ID on our verification page.Check any real certificate ID here.

In good company

Loved by learners in 100+ countries

Overall, 96% of our students would recommend IBMI to a friend or colleague.

"Between a full-time job and family, this was the first course I could actually finish — it fits around real life."

TThandiwe N.

South Africa

"It lifted my skills as a founder to a completely different level — I run my business with far more structure now."

MMateus C.

Brazil

"I’ve completed a few of their courses by now, and the certificates genuinely strengthen my résumé."

PPieter V.

Netherlands

"The skills were real and the certificate proved them — I moved up a position at my company this year."

EElif K.

Turkey

"I came in with zero background in business and never felt lost — everything is explained from the ground up."

JJoseph B.

Uganda

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What IBMI students say about learning with us in general. The 96% comes from our June 2026 student survey: 364 verified students answered the question “Would you recommend IBMI to a friend or colleague?” (learn more).
You can also find independent reviews on our Trustpilot profile.

Featured in

Program

This course is part of
a larger credential

It’s one of the four courses of the Marketing Management program — and it counts toward that program certificate at no extra cost.

Marketing Management

4 courses

Finish all 4 courses and your program certificate is issued automatically — at no extra cost.

Explore the program →

Good to know

Frequently asked questions

Add the course to your cart and create your student account during checkout. You can start right after payment — and you keep lifetime access, so breaks and retakes are always possible.

It’s a focused short course — 9 chapters and 26 topics, about 2 hours in total, 100% online and self-paced. Read the content or listen to the audio on your computer, tablet, or phone, and pick up exactly where you left off. No additional reading material required.

None. This course is designed for students and non-students alike — no prior knowledge and no formal application. All you need is a web browser and some motivation.

With the current discount, this course costs US$1212 €£12CHF 12SAR 45AED 44₹1,140₱770Rp218.000EGP 670MAD 118MX$220R200R$65Rs 3,300₦16,100₺600QAR 44C$17A$17NZ$21HK$90S$1547 zł58 lei4 000 Ft260 Kč120 kr80 kr.110 kr20 ₼AMD 4,300KSh1,560K242Rs 570TSh31,7007 100 CFA7 100 CFAUGX 54,000Br1,970Kz 11.000770 MT1 620 DA550 ₴980 Lek₪3731 ₾1.260 RSD217 lei660 den21 KM1.470 kr.RM49৳ 1,490฿400UZS 144 000310.000 ₫Rs 4,0005 400 ₸¥80₩15,900¥1,890NT$390Rs 1,830J$1,910S/ 41AR$18.500TT$82CO$38.000Q92RD$740CL$11.900₡5.500. That includes the full course content and your personal certificate — there are no additional costs.

Work through the 9 chapters and pass the course quiz — multiple choice, with free retakes and no time limit. Your certificate is issued instantly as a digital PDF that you can download, print, share on LinkedIn, and that employers can verify online via its unique ID.

IBMI holds its distance learning programs to the same high standards applied by traditional educational institutions, and our certificates are acknowledged by employers around the world as professional certificates. Please note we do not award academic titles or degrees.

The full course — audio and text — is in English. You can also read the course text in 100+ other languages via automatic (machine) translation, so you can follow along in whichever language you’re most comfortable with. See available languages →

Yes. Alongside your course certificate, this course counts toward the Marketing Management program certificate — at no extra cost. Finish the four courses of the program and you earn its certificate too.

More questions? Visit the Help Center →

Short course, fast results

From start to certificate
in about 2 hours

Start Enroll & start instantly

Checkout takes a minute — chapter one opens right away.

2 hours Read or listen to the content

Compact topics and real case studies, at your own pace.

The quiz Take the course quiz

Multiple choice, free retakes, no time limit.

Finish Certificate in hand

Issued instantly — add it to your CV and LinkedIn.

Market Research and Consumer Behavior

Start now and get certified today

US$3030 €£30CHF 30SAR 113AED 110₹2,850₱1,920Rp544.000EGP 1,680MAD 295MX$560R500R$162Rs 8,300₦40,300₺1.490QAR 109C$42A$43NZ$53HK$240S$38119 zł144 lei9 900 Ft660 Kč300 kr200 kr.280 kr51 ₼AMD 10,800KSh3,900K605Rs 1,420TSh79,30017 700 CFA17 700 CFAUGX 135,000Br4,920Kz 27.4001.920 MT4 060 DA1 370 ₴2 440 Lek₪9278 ₾3.160 RSD542 lei1.650 den53 KM3.670 kr.RM123৳ 3,730฿1,010UZS 360 000775.000 ₫Rs 9,99013 600 ₸¥200₩39,800¥4,730NT$970Rs 4,580J$4,770S/ 104AR$46.200TT$204CO$96.000Q230RD$1,840CL$29.700₡13.700US$1212 €£12CHF 12SAR 45AED 44₹1,140₱770Rp218.000EGP 670MAD 118MX$220R200R$65Rs 3,300₦16,100₺600QAR 44C$17A$17NZ$21HK$90S$1547 zł58 lei4 000 Ft260 Kč120 kr80 kr.110 kr20 ₼AMD 4,300KSh1,560K242Rs 570TSh31,7007 100 CFA7 100 CFAUGX 54,000Br1,970Kz 11.000770 MT1 620 DA550 ₴980 Lek₪3731 ₾1.260 RSD217 lei660 den21 KM1.470 kr.RM49৳ 1,490฿400UZS 144 000310.000 ₫Rs 4,0005 400 ₸¥80₩15,900¥1,890NT$390Rs 1,830J$1,910S/ 41AR$18.500TT$82CO$38.000Q92RD$740CL$11.900₡5.500−60%

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One-time payment · Lifetime access

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