Strategic Marketing Measurement
MIT Sloan's course 15.822 teaches how to write, conduct, and analyze a marketing research survey, focused on understanding market structure and segmentation rather than individual customer behavior. Students get hands-on exposure to analysis techniques standard in consulting and marketing research, including factor analysis, perceptual mapping, conjoint analysis, and cluster analysis. The course assumes prior familiarity with basic probability, statistics, and multiple linear regression, and pairs with a companion course, 15.821, that covers customer-focused research methods. Materials are published through MIT OpenCourseWare under a Creative Commons license and typically include syllabus, assignments, and readings, though this is a self-paced archive of course content rather than an instructor-led session, with no certificate offered.