The course aims to provide students with the main statistical tools for marketing research. The main topics are primary data collection (survey methodologies, questionnaire), sampling, correlation and regression, factor analysis and principal component analysis, segmentation techniques. Part of the course will be dedicated to the use of statistical software
Knowledge and understanding: Students will become acquainted with the main methods for sample surveys and the tools of market analysis.
Ability to apply knowledge and understanding: Students will be able to organise a sample survey, construct an articulated questionnaire and implement it on some market survey platforms, carry out preliminary analyses to assess the quality of the data collected, analyse data in order to investigate consumption behaviour.
Making judgements: Students must be able to use the acquired knowledge both on a theoretical and operational level with autonomous assessment skills, in various applicative contexts.
Communication skills: Students will acquire the technical language typical of the discipline to communicate clearly and without ambiguity with both statisticians and non-statisticians.
Learning skills: Students will develop adequate learning skills that allow them to continue to study the subject independently.
Connections of the course with other courses in the programme: The topics introduced in this course will allow the students to properly understand numerical data within other disciplines.
Standard lectures and exercises. As the training objectives concern both theoretical and applied skills, lectures in which the methodological aspects of statistics are presented will be alternated with exercises in which, using appropriate computational tools, one learns how to implement a questionnaire for administration via the web or social media and deals with the analysis of real data.
Biggeri et al., Statistica per le decisioni aziendali, Pearson
Mazzocchi, Statistics for Marketing & Consumer Research, Sage
Bassi, Ingrassia, Statistica per analisi di mercato, Pearson
Ricevimento: Tuesday 16.30-18.00
CORRADO LAGAZIO (President)
MARTA NAI RUSCONE
FABIO RAPALLO
The examination consists of a written test. For attending students, there are also one or some practical tests that will be conducted during the course.
The oral test covers the entire syllabus and serves to assess the student's degree of understanding, while the practical tests serve to measure the ability to apply the knowledge acquired.
