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Strategic Marketing Measurement

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.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.A major objective of the course is to give you ...

Start Date: Sep 01, 2002
Cost: Free

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Strategic Marketing Measurement's Full Profile

Overview

Description

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.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.A major objective of the course is to give you some "hands-on" exposure to analysis techniques that are widely used in consulting and marketing research factor analysis, perceptual mapping, conjoint, and cluster analysis). These techniques used to be considered advanced but now involve just a few keystrokes on most stat software packages.The course assumes familiarity with basic probability, statistics, and multiple linear regression.

Details

  • Dates: Sep 01, 2002 to Dec 20, 2002
  • Days of the Week: Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, Sunday
  • Level of Difficulty: Beginner
  • Size: Massive Open Online Course
  • Instructor: Prof. Drazen Prelec
  • Cost: Free
  • Institution: MIT OCW

Provider Overview

About MIT OCW: MIT OpenCourseWare (OCW) is a web-based publication of virtually all MIT course content. OCW is open and available to the world and is a permanent MIT activity.

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