The main goal of the course is to provide the students with the most important statistical tools to study the business environment and to support the market action of enterprises. Firms operates in a dynamic framework which should be understood in order to be active players on the market. Data play a fundamental role in the objective knowledge of the market. Official statistics are a first source of data which must be known by statisticians and economists working in a dynamic firm. A more specific source of data are surveys which are planned and implemented by the firm. In order to organize a survey, the data expert should know which are the main sample patterns and how to collect data. After data collection the main data analysis technique for market research is cluster analysis for customers segmentation.
|Francesca Bassi||Analisi di mercato: Strumenti statistici per le decisioni di marketing (Edizione 2)||Carocci editore||2009||978-88-430-4427-6|