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.
Lectures, computer lab and group work
Mazzocchi M., Statistics for marketing and consumer research, Sage.
Further materials will be made available through Aulaweb during the course.
Ricevimento: Tuesday h. 16:30
LUCA PERSICO (President)
ENRICO DI BELLA
CORRADO LAGAZIO
September 2018
Written and oral exam