AIMS AND CONTENT

LEARNING OUTCOMES

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

AIMS AND LEARNING OUTCOMES

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.

TEACHING METHODS

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.

SYLLABUS/CONTENT

1. Introduction
2. Sources for data collection
3. Sample surveys
4. Sampling methods: simple random sampling, stratification, cluster and multi-stage sampling
5. Statistical inference: estimation and hypothesis testing
6. Questionnaire preparation and administration: structure of the questionnaire, measure scales, administration methods
7. Data analysis
8. Linear regression
9. Principal components analysis and factorial analysis
10. Cluster analysis and market segmentation

RECOMMENDED READING/BIBLIOGRAPHY

Biggeri et al., Statistica per le decisioni aziendali, Pearson

Mazzocchi, Statistics for Marketing & Consumer Research, Sage

Bassi, Ingrassia, Statistica per analisi di mercato, Pearson

TEACHERS AND EXAM BOARD

Exam Board

CORRADO LAGAZIO (President)

MARTA NAI RUSCONE

FABIO RAPALLO

LESSONS

Class schedule

The timetable for this course is available here: Portale EasyAcademy

EXAMS

EXAM DESCRIPTION

The examination consists of an oral test. For attending students, there are also some practical tests that will be conducted during the course.

ASSESSMENT METHODS

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. 

Exam schedule