Learning objectives
The course illustrates the design and organization of marketing research with the objective of effectively supporting the corporate decision making process. <br />
The analysis focuses on the entire operative cycle: the design of the research project, the ways to gather data, measuring tools, techniques for analysis and presentation of results. This means transferring to the students the knowledge necessary to identify the type of optimal research with respect to the cognitive needs and the burdens of the company budget. <br />
Prerequisites
A good knowledge of industrial marketing, commercial marketing and statistics.
Course unit content
Marketing research <br />
Non-standard research <br />
Standard research <br />
Types of variables, indicators and indexes <br />
The phases of a survey via questionnaire <br />
Making the questionnaire <br />
The analysis and interpretation of data <br />
The research of evolution and the market potential <br />
The research on market segments <br />
The research on the positioning of products <br />
Full programme
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Bibliography
Molteni L., Troilo G. (2007), Ricerche di marketing, McGraw-Hill, Milan (ch. 1, 2, 3, 4, 5) <br />
Caselli M. (2005), Indagare con il questionario, Vita e Pensiero, Milan <br />
Teaching methods
The course will develop with classroom lectures, integrating aspects of a theoretical nature and corporate practice. <br />
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Assessment for the preparation will be in written form and, at the request of the interested party, also in oral form. <br />
The length of the written exam is 1 and a half hours and consists of answering 3 questions on the course content. <br />
Assessment methods and criteria
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Other information
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