Open Course Space

Strategic Marketing Measurement

Massachusetts Institute of TechnologyUnited States15.822
Free, no sign-up neededFall 2002English
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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.

Description from MIT OpenCourseWare.

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