Strategic Marketing Measurement
15.822 · Sloan School of Management · Graduate · Fall 2002
Prof. Drazen Prelec
<p>Marketing research may be divided into methods that emphasize understanding “the customer” and methods that emphasize understanding “the market.” This course (15.822) deals with the market. The companion course (15.821) deals with the customer.</p> <p>The course will teach you how to write, conduct and analyze a marketing research survey. The emphasis will be on discovering market structure and segmentation, but you can pursue other project applications.</p> <p>A major objective of the cours…
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Prof. Drazen Prelec. 15.822 Strategic Marketing Measurement. Fall 2002. Massachusetts Institute of Technology: MIT OpenCourseWare, https://ocw.mit.edu. License: CC BY-NC-SA 4.0.
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