15.822 | Fall 2002 | Graduate

Strategic Marketing Measurement


LEC # Topics Key Dates
1 Introduction Form Team
2 Conjoint Basics Form Team (con’t)
3 Creating a Survey Pick Topic & Write Questionnaire
4 Cluster Analysis Pick Topic & Write Questionnaire (con’t)
5 Segmentation and Market Structure Revise Draft
6 Guest Lecture: Dewey Library Staff, Secondary Research Revise Draft (con’t)
7 John Wax Case and Factor Analysis Conduct Survey
8 Perceptual Maps Conduct Survey (con’t)
9 Review Case: MSA Complete Survey & Enter Data
10 Information Pump Analyze & Complete Report
11 Presentations Analyze & Complete Report (con’t)
12 Presentations

Course Info

As Taught In
Fall 2002
Learning Resource Types
Lecture Notes
Written Assignments