Quantitative Marketing Research and Statistical Data Analysis
Persone
Docente titolare del corso
Docente titolare del corso
Assistente
Conte L.
Assistente
Descrizione
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.
Obiettivi
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:
- manage sampling methods for quantitative marketing;
- familiarize with key quantitative marketing research methods and associate them with marketing problems they are suited to answer;
- become knowledgeable about the most important quantitative marketing research tools (survey and experiment);
- 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:
- Understanding the logic of the quantitative approach
- Familiarise with main concepts in probability and statistics
- Being introduced to inferential statistical methods
- Have hands-on experience on statistical software
Modalità di insegnamento
In presenza
Impostazione pedagogico-didattica
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.
Modalità d’esame
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.
Bibliografia
- Field, Andy. Discovering statistics using SPSS. Sage Publishers., 2000.
- MALHOTRA, Naresh. Marketing Research: An Applied Orientation. Pearson Education Required Chapters, 2019.