OVERVIEW

AIMS AND CONTENT

LEARNING OUTCOMES

The course aims at providing 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, multidimensional scaling and conjoint analysis. Part of the course will be dedicated to the use of statistical software.

TEACHING METHODS

Lectures, computer lab lectures, case studies, homework and group work.

SYLLABUS/CONTENT

"The course aims at providing 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,
multidimensional scaling and conjoint analysis.
Part of the course will be dedicated to the use of statistical software."

RECOMMENDED READING/BIBLIOGRAPHY

Mazzocchi M., Statistics for marketing and consumer research, Sage.

Further materials will be made available through Aulaweb during the course.

TEACHERS AND EXAM BOARD

Exam Board

LUCA PERSICO (President)

ENRICO DI BELLA

CORRADO LAGAZIO

LESSONS

LESSONS START

Sem: 1

19 septembre - 15 decembre 2016 

Class schedule

STATISTICS FOR MARKETING AND MANAGEMENT

EXAMS

ASSESSMENT METHODS

Students that attend the course will be evaluated according to:

1. A written exam (60%)
2. A project work (40%)

For the students that do not attend the course will have to prepare a brief thesis on one of the main topics of the course instead of the project work.

Exam schedule

FURTHER INFORMATION