图 书 馆
15.822战略营销测量15.822 Strategic Marketing Measurement |
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| 课程网址: | http://ocw.mit.edu/courses/sloan-school-of-management/15-822-stra... |
| 主讲教师: | Prof. Drazen Prelec |
| 开课单位: | 麻省理工学院 |
| 开课时间: | 信息不详。欢迎您在右侧留言补充。 |
| 课程语种: | 英语 |
| 中文简介: |  |
| 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 (15.822) 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. |
| 关 键 词: | 市场调研; 数据分析; 感知映射 |
| 课程来源: | 信息不详。欢迎您在右侧留言补充。 |
| 最后编审: | 2018-11-07：lyt |
| 阅读次数: | 41 |