Statistics & market research (2016/2017)

Course code
Name of lecturer
Luigi Grossi
Number of ECTS credits allocated
Academic sector
Language of instruction
Primo semestre Magistrali dal Sep 26, 2016 al Jan 13, 2017.

Lesson timetable

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.


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.

Reference books
Author Title Publisher Year ISBN Note
Francesca Bassi Analisi di mercato: Strumenti statistici per le decisioni di marketing (Edizione 2) Carocci editore 2009 978-88-430-4427-6
B. Bracalente, M. Cossignani, A. Mulas Statistica Aziendale McGraw-Hill 2009

Assessment methods and criteria

Written exam. Oral exam is optional.