Statistics for marketing and management aims to equip students with the main tools for market analysis and business management.
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.
To successfully undertake the course, it is necessary to know the basic methods of descriptive statistics (measures of central tendency and variability, correlation and association between variables) and statistical inference (interval estimation, hypothesis testing on means).
Standard lectures and exercises.Given that the training aims to develop both theoretical knowledge and applied skills, lectures will cover methodological aspects of statistics. These will be complemented by practical sessions where students will use appropriate computational tools to create online questionnaires and analyze real-world data.
The course is taught in Italian.
Students who have valid certification of physical or learning disabilities on file with the University and who wish to discuss possible accommodations or other circumstances regarding lectures, coursework and exams, should speak both with the instructor and with Prof. Serena Scotto (scotto@economia.unige.it), the Department’s disability liaison.
For students who have the course in their study plan with 6 CFU, the syllabus is limited to points 1-8.
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 Teacher's office For Imperia: I am available after lessons during the first semester, and throughout the year on Teams by appointment via email
CORRADO LAGAZIO (President)
MARTA NAI RUSCONE
FABIO RAPALLO
The course is taught in the first semester, see Easyacademy for schedule and classrooms
The exam consists of a written test with multiple-choice questions and open-ended questions. For attending students, one or more practical tests are also scheduled to be conducted during the lessons, and their evaluations are valid only for the first exam session at the end of the lessons.
The written 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.
Non-attendant students should contact the teacher at the beginning of classes.
