Learning objectives
The course explains the planning and organisation of marketing research with the aim of supporting effective business decision making.
The analysis focuses on the entire operating cycle: the research project design, methods of gathering data, measuring instruments, technical analysis and presentation of results.
The course objective is to provide students with the knowledge useful to identify the optimal type of research with respect to information needs and the company's budget constraints.
Prerequisites
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Course unit content
Marketing research
Qualitative Research
Quantitative research
Types of variables, indicators and indices
Survey steps by questionnaire
Planning of the questionnaire
Analysis and interpretation of data
Research on the market evolution and value
Eesearch for market segmentation
Research on product positioning
Full programme
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Bibliography
Molteni L., Troilo G. (2007), Ricerche di marketing, McGraw-Hill, Milano (Chapters 1, 2, 3, 4, 5)
Caselli M. (2005), Indagare con il questionario, Vita e Pensiero, Milano
Teaching methods
Lectures and case study discussion.
Assessment methods and criteria
Written final exam
Other information
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