Listening to the Customer
15.821 · Sloan School of Management · Graduate · Fall 2002
Prof. Drazen Prelec
<p><em>The 15.821 and 15.822 Sequence</em></p> <p>Marketing research may be divided into methods that emphasize understanding “the customer” and methods that emphasize understanding “the market.” This course (15.821) deals with the customer and emphasizes qualitative methods (interviews, focus groups, Voice of the Customer, composing questions for a survey). The companion course (15.822) deals with the market and emphasizes quantitative methods (sampling, survey execution, quantitative data int…
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Prof. Drazen Prelec. 15.821 Listening to the Customer. Fall 2002. Massachusetts Institute of Technology: MIT OpenCourseWare, https://ocw.mit.edu. License: CC BY-NC-SA 4.0.
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