QUANTITATIVE TOOLS FOR MARKETING

The objective is to introduce students to some statistical techniques for marketing research, conceived as a tool to support the decision making process.
In particular, the course will concentrate on market segmentation and positioning techniques also giving attention to some practical examples.

1. KNOWLEDGE AND UNDERSTANDING
1.1 Understand and distinguish the main quantitative approaches to marketing research)
1.2 Know and understand the main procedures to obtain valuable data (in particular surveys)
1.3 Know and understand the main statistical techniques to analyse the data at hand
2. APPLYING KNOWLEDGE AND UNDERSTANDING
2.1 Recognize the type of problem at hand and the data set on which the quantitative analysis is based
2.2 Elaborate questionnaire to obtain data compatible with the type of analysis
2.3 Analyse data adopting the correct statistical procedure
3. MAKING JUDGMENTS
3.1 Given the problem at hand, being able to recognize the most adequate statistical procedure
3.2 Being able to distinguish data sources and quality
3.3 Being able to interpret the statistical results and their implication

Statistics (basics of descriptive statistics and inference)

Marketing research: an introduction
Data collection: an overview
Questionnaire design
Probabilistic and non-probabilistic survey
Complex survey design
Regression analysis (refresh)
Conjoint Analysis for implementing market segmentation
Multidimensional Scaling to obtain maps of consumers perceptions

Malhotra, N. K., Birks, D. F. (2017) Marketing research : an applied approach 5/E, Pearson
Lohr, S. L. (2022) Sampling. Design and Analysis. 3/E, CRC Press
Online material (slides and empirical examples) on moodle (link from the course web site)

Assessment methods: The final test consists of a written theoretical and practical exam, with open and close (crosses) answers, on the contents developed during the course.

Theoretical lectures alternating with practical examples

English

Type of exam: written.

written