Listening to the Customer

开始时间: 04/22/2022 持续时间: 未知

所在平台: MIT公开课

课程类别: 商业与管理学

大学或机构: ocw

课程主页: http://ocw.mit.edu/courses/sloan-school-of-management/15-821-listening-to-the-customer-fall-2002

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课程简介

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 interpretation, conjoint analysis, factor analysis).