ITA and ENG
The growing market instability and competition between economic operators induce firms to employ increasingly sophisticated quantitative techniques, designed to follow the trend of behaviour and choice of consumer purchasing and their reactions to marketing-mix strategies. Statistical methodologies adopted in marketing research are an essential support to the choice of target markets, especially, in the formulation and planning of marketing strategies, in the measure of the effectiveness of marketing tools, in the forecast of the real and financial aggregates. In this perspective, the course aims to provide an operational tool to investigate and process information, which originate in the markets, useful to cope with demand variability by means of appropriate statistical techniques of market analysis.
Basic knowledge of mathematics and statistical analysis
The objective of this course consists in to enable students to develop the ability to manage quantitative instruments aimed to the comprehension, the measure and the analysis of market evolution, as well as to the study of social and cultural environment, of economic and psychological factors where the consumer behavior originates (needs, perceptions and customer satisfaction).
The course provides an iterative process of guided teaching and learning, including discussions, case studies, exercises and skills development activities.
Marketing Research: phases, measuring scales and sampling techniques.
Analysis of market potential and customer behavior: multiple linear regression and logistic regression.
Market segmentation techniques: classification and regression trees (AID, CHAID, CART and QUEST), Cluster analysis and Discriminant analysis.
Positioning Techniques: MultiDimensional Scaling (MDS).
–Berenson M.L., Levine D.M. , Krehbiel T.C. (2010), Statistica, Apogeo
–Borra S., Di Ciaccio A. (2008), Statistica. Metodologia per le scienze economiche e sociali, McGrawHill
–Bracalente B., Cossignani M., Mulas A. (2009), Statistica Aziendale, McGraw Hill
–Brasini S., Freo M., Tassinari F., Tassinari G. (2002), Statistica aziendale e analisi di mercato, Il Mulino
–S. Brasini, F. Tassinari, G. Tassinari, Marketing e pubblicità, metodi di analisi statistica, il Mulino (pp. 231-249 e pp. 274-278)
–Cerioli A., Zani S. (2007), Analisi dei dati e data mining per le decisioni aziendali. Giuffrè Editore
– De Luca A. (ult .ed), Le applicazioni dei metodi statistici alle analisi di mercato, Manuale di marketing quantitativo, F. Angeli (pp. 95-106)
–Fabbris L. (ult. Ed.), Statistica multivariata analisi esplorativa dei dati, McGraw-Hill (pp. 355-396)
–Grover R., Vriens M. (2006), The Handbook of Marketing Research. Uses, Misuses, and Future Advances, Sage Pubblications
– Janssens W., Pelsmacker P., Van Kenhove P., Wijnen K. (2008), Marketing research with SPSS, Pearson Education
–Molteni L., Troilo G. (2012), Ricerche di Marketing. Metodologie e tecniche per le decisioni strategiche e operative di marketing, McGrawHill
–Zani S. (2000), Analisi dei dati statistici II osservazioni multidimensionali, volume II, Giuffrè editore-Milano (pp. 319-360)
Additional material during the course
SPSS statistical software user manual