Master’s degree in Marketing and Corporate Communication

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Statistics & market research

Course code
4S02514
Name of lecturers
Luigi Grossi, Angelica Gianfreda
Coordinator
Luigi Grossi
Number of ECTS credits allocated
9
Academic sector
SECS-S/03 - ECONOMIC STATISTICS
Language of instruction
Italian
Site
VERONA
Period
First semester dal Sep 26, 2011 al Dec 22, 2011.

Lesson timetable

First semester

Not inserted.

Learning outcomes

The main goal of the course is to provide the students with the cutting-edge statistical theory on surveys. These tools will then be applied to carry out market research.

Syllabus

1. Market researches: introduction, definitions and case-studies.

2. Data sources for market researches

3. Random and non-random sampling designs

4. Questionnaire construction and interviewing techniques.

5. The mutiple regression model for marketing and sales forecasting

Suggested book
Bassi F. (2008), Analisi di mercato: Strumenti statistici per le decisioni di marketing (Edizione I), Carocci editore.

Assessment methods and criteria

Written exam. Oral exam is optional.

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