Listening to the Customer, Fall 2002

• Author: Prelec, Drazen
• Subject: Business
• Institution Name: M.I.T.
• Collection: MIT OpenCourseWare
• Grade Level: Post-secondary

• Abstract: Introduction to "soft" consumer research methods, useful for getting quick customer input into decisions on product design and development, strategic positioning, advertising, and branding. Covers interview techniques, observational methods, Voice of the Customer, focus groups, and analyses suitable for qualitative data. Introduces new information-gathering methods in development at MIT.

• Course Type: Full Course
• Languages: English
• Material Types: Homework and Assignments, Lecture Notes, Syllabi
• Media Formats: Text/HTML, Downloadable docs

• Conditions of Use: Creative Commons Attribution-Noncommercial-Share Alike 3.0