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.

Languages:

English

Material Type:

Full Course, Homework and Assignments, Lecture Notes, Syllabi

Media Format:

Text/HTML, Downloadable docs

Conditions of Use:

Creative Commons Attribution-Noncommercial-Share Alike 3.0