Statistics & market research (2015/2016)

Course code
4S02514
Name of lecturer
Luigi Grossi
Coordinator
Luigi Grossi
Number of ECTS credits allocated
9
Academic sector
SECS-S/03 - ECONOMIC STATISTICS
Language of instruction
Italian
Location
VERONA
Period
primo semestre dal Sep 28, 2015 al Jan 8, 2016.

Lesson timetable

primo semestre
Day Time Type Place Note
Monday 2:00 PM - 4:30 PM lesson Lecture Hall SPA  
Wednesday 10:10 AM - 12:40 PM lesson Lecture Hall SPA  

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:
- Definitions, aims and limits.
- Case studies related to market researches
- Statistical methods for market researches
- The main steps of a market survey.


2. Data sources for market surveys
- Primary and secondary information sources.
- Secondary informationn sources: internal and external
- Official statistical data.
- Main databases for marketing research(Infocamere, Cerved, AIDA, ecc.)
- Agency data (GfK-Eurisko, ACNielsen Italia)
- Panel surveys


3. Random and non-random sampling designs
- Review of estimation theory
- Definition of sampling design
- Random sampling designs
- Non random sampling designs
- Sampling and non-samplig errors

4. Questionnaire construction and interviewing techniques.
- Self-amministered questionnaires
- Assisted interview
- Computer assisted personal interview
- Web interview

5. The mutiple regression model for marketing and sales forecasting
- Simple regression model : definition and hypotheses
- Parameter estimation and tests
- Residual analysis
- Goodness of fitting
- Multiple regression model
- Estimation of trend using polynomial functions
- Polynomial degree choice
- Sales forecasting using the regression model


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.

STUDENT MODULE EVALUATION - 2015/2016