Search for contacts, projects,
courses and publications

Marketing Research



The course is composed by two modules: Qualitative Marketing Research and Data Analysis, and Quantitative Marketing Research.


Qualitative Marketing Research and Data Analysis

Professor    Lena Pellandini-Simányi


Objectives and Contents

This Module will introduce students to the core principles and practice of qualitative marketing research. The module will enable students to

(1) understand the difference between qualitative and quantitative marketing research designs and distinguish between the marketing problems that they are suited to answer

(2) compare sampling methods and design a qualitative sampling plan

(3) use the most important qualitative marketing research methods (interviews, focus groups, consumer ethnography and discourse analysis)

(4) carry out marketing research in on-line and real-life contexts

(5) assess the strengths and limitations of different qualitative research methods

(6) analyse qualitative data and draw managerial conclusions

(7) reflect on issues of validity, reliability and research ethics in the context of qualitative marketing research.


The content of the class follows the key steps of the research process, starting from research design (including the choice of qualitative vs quantitative designs), sampling, data collection, data analysis and presentation of the findings. As part of the course, will we collectively carry out a mini-research project, allowing students to gain hands-on, practical experience with each step of the marketing research process. We will also read state-of-the art texts on research methodology alongside research articles that apply these methods in


Each class contains lecture and workshop elements. The lecture element gives an overview of the particular research step/method. In the workshop element, we will apply the given step/method to our collective mini-research.


Quantitative Marketing Research

Professor    Marta Pizzetti


Objectives and Contents

Marketing professionals rely on information gathered through marketing research to determine the course of action of a marketing plan. Leveraging upon research to know more about customers, consumers, and citizens is crucial for effective marketing decisions.


In this Module, students will learn how to be smart producers and consumers of information, when it comes to marketing research. They will also learn to be more effective marketing decision makers. Specifically, this course will enable students to:

  1. manage sampling methods for quantitative marketing;
  2. familiarize with key quantitative marketing research methods and associate them with marketing problems they are suited to answer;
  3. become knowledgeable about the most important quantitative marketing research tools (survey and experiment);
  4. understand neuromarketing’s core concepts and tools;
  5. analyse quantitative data;
  6. prepare and understand a research report suitable to support strategic marketing decisions.

Class content follows the key steps of the research process: research design, sampling, data collection, data analysis, and presentation of the findings. The Module is organized interactively, and alternates face-to-face lectures with in-class exercise, and group assignments with software-assisted training (e.g. Qualtrics). It also offers guest lectures and self-assessment moments (i.e. in class exercises).




The two modules of the course will be assessed separately as described below. Both parts are worth 50% of the final grade of the course. To pass the course, you need to pass both parts, with a minimum grade of 5 for each part.


Qualitative Marketing Research and Data Analysis


The mark consist of two parts: 50% is the final written exam and 50% are individual and group research assignments related to the mini-research project (e.g. a sampling plan, an interview transcript, observation notes, etc.).

Pass is from grade 6.  If a student gets a 5 or a 5.5, there are two options:

1. In the entire duration of the program, there can be one class that a student can pass with a 5 or a 5.5. This is called "validation". It is not technically a "pass", but it means that the student does not have to retake the class. He/she gets the full ECTs her current mark (5 or 5.5). 

2. The student can re-take an exam in September for 100% of the course or he/she can retake the course.


Quantitative Marketing Research


40% group assignment

60% written exam



Selected chapters of the following handbooks (a detailed reading list

will be available on iCorsi):


  • -Malhotra, N.K., Nunan, D. and Birks, D.F. (2012). Marketing research:

    An applied approach. Harlow: Pearson Education.

  • -Bryman, A. (2012). Social Research Methods. Oxford, Oxford University Press.
  • -Belk, R.W. (2006). Handbook of qualitative research methods in

    marketing. Cheltenham: Edward Elgar.

  • -Flick, U. (2006). An introduction to qualitative research. London,

    Thousand Oaks.

  • -Peñaloza,L., Toulouse N. and Visconti, L.M. (2012). Marketing

    management: A cultural perspective. Abingdon, Oxon; New York:


  • -Poynter, R. (2010). The handbook of online and social media research:

    Tools and techniques for market researchers. Chichester: Wiley.

  • -Seale, C. (2004). Researching Society and Culture. London, SageK.

Selected readings (a detailed reading list will be available on iCorsi).



Pellandini-Simányi L.

Course director

Pizzetti M.

Course director

Additional information

Academic year