Listening to the Customer, Fall 2002
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| Type: | Course Related Materials |
| Grade Level: | Post-secondary |
Author: Prelec, Drazen
Subject: Business
Institution Name:
M.I.T.
Collection Name: MIT OpenCourseWare
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.
Details
Course Type: Full Course
Material Types: Homework and Assignments, Lecture Notes, Syllabi
Media Formats: Text/HTML, Downloadable docs
Language: English
Additional Information
Geographic
Regional Relevance: All
