Quantitative Marketing Research and Statistical Data Analysis

The course consist of two modules with relative lectures and exams

Quantitative Marketing Research - Contents & Description

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 Course, 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. The Course is organized interactively, with lectures, in-class exercises, group and individual assignments.

Statistical Data Analysis -  Contents & Description

This course addresses market research data interpretation based-upon quantitative data and techniques. The course familiarises participants with statistical data analysis - the art of examining, summarising and drawing conclusions from data. This includes the organisation of a coherent database and its use to produce statistical summaries and inference. Statistical software is essential in this respect. The course builds on students´ knowledge of introductory level statistics, such as frequency, distribution and correlation and introduces new topics like hypothesis testing on means, percentage and regression, multiple regression, logistic regression, factor analysis and cluster analysis.

The course consist of two modules with relative lectures and exams

Quantitative Marketing Research - Course Objectives

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 a research brief and a research report suitable to support strategic marketing decisions.

Statistical Data Analysis - Course Objectives

In this module, students will learn how the logic of statistical models, how to implement them in a software environment and how to interpret their result. Specifically, this course will enable students to:

1. Understanding the logic of the quantitative approach
2. Familiarise with main concepts in probability and statistics
3. Being introduced to inferential statistical methods
4. Have hands-on experience on statistical software

In presenza

Statistical Data Analysis - Prof. G. M. Arbia

• Traditional lectures.
• Laboratory guided sessions

Although not compulsory, due to the nature of the topics treated and the need of assistance during the practical laboratories, attendance is highly recommended for all students.

Quantitative Marketing Research - Dr M. Pizzetti

Assessment

50% individual assignments

50% group assignments

Statistical Data Analysis - Prof. G. M. Arbia

Assessment

The final exam will be a written online test in English

To answer the final test’s questions, it will be necessary to perform some calculations with the dedicated software introduced in the course.