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Searched for: "15.821" Subjects offered any term 1 subject found.
15.821 Listening to the Customer
(
); first half of term
Prereq: None
Units: 3-0-3
Ends Mar 16. Lecture: TR1-2.30 (E51-395) or TR2.30-4 (E51-395)
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.
D. Prelec
No textbook information available
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