Calendar · Lecture Notes
MIT OpenCourseWare
Listening to the Customer
Art: Gaston, John, (John Gaston merchant ledger) - DPLA -…, 1773 · Public domain
- Instructor
- Prof. Drazen Prelec
- Term
- Fall 2002
- Level
- Graduate
- What's inside
- 1 problem set · 1 lecture note · 1 reading · 8 other files · 3 web pages
- Materials open
- MIT OCW
About this course
Source: MIT OpenCourseWare 15.821 Listening to the Customer, Fall 2002, Prof. Drazen Prelec — original course page on ocw.mit.edu ↗. License: CC BY-NC-SA 4.0. Study order: MIT's own listing order, section by section. Taken from MIT's published course files, downloaded from ocw.mit.edu on September 23, 2026. How RedLectern is built.
Materials are grouped the way MIT organized them. A verified, course-wide order has not been established here.
Before you start
Prerequisites are not listed here. Check MIT's own syllabus for this course.
How this course was organized
What's here, and what isn't
- MIT's own materials here did not support a verified, course-wide order, so they are grouped by section instead.
Not included here
7 items from the source could not be safely included:
- MIT's page format for this item wasn't recognized clearly enough to place it safely. (7 items)
Materials by section
Grouped by section, as MIT organized them. Not sequenced or ordered.
Lecture Notes
- Interviewing Download
- The pains and pleasures of pricing Download
- Scrubbing Download
- First Class Download
- The ZMET Interview Download
- Ethnographic observation Download
Assignments
Course outline
Calendar · Lecture Notes
Lecture 2: Case: Boston Beer Boston Beer Company, Storytelling
Calendar · Lecture Notes
Lecture 3: Guest Lecture: Robert Klein, AMS
Calendar · Lecture Notes
Lecture 4: Interviews, Consumer Behavior
Calendar · Lecture Notes
Lecture 5: Guest Lecture Jim Ferry, B.I.G.
Calendar · Lecture Notes
Lecture 6: Focus Groups: Boston Fights Drugs, Test-marketing a President
Calendar · Lecture Notes
Lecture 7: Guest Lecture Christina Hepner Brodie
Calendar · Lecture Notes
Lecture 8: Observational Methods
Calendar · Lecture Notes
Lecture 9: ‘Scrubbing’ Exercise
Calendar · Lecture Notes
Lecture 10: Generating Concepts
Calendar · Lecture Notes
Lecture 11: The Customer’s Voice on Pricing
Calendar · Lecture Notes
Lecture 12: Presentations
MIT OpenCourseWare, Prof. Drazen Prelec, 15.821 Listening to the Customer, Fall 2002.
License: CC BY-NC-SA 4.0 · Edition: Fall 2002 · Open the original course on OCW ↗
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