B028798 - MARKET RESEARCH AND DATA ANALYSIS-MOD.II

Italian

Introduction to marketing research. Quantitative methods: measurement scale, sampling designs, multiple regression, discriminant models, principal component and factorial analysis, cluster analysis for market segmentation.

Malhotra N.K., Nunan D., Birks D.F., MARKETING RESEARCH. AN APPLIED APPROACH, 5a edizione, 2017, PearsonChapters 12-25

Being able to prepare data and analysis for the main problems in marketing research.
How to use statistical software and interpret the results provided.

Statistics, economic statistics (undergraduate)

Classroom lectures and computer labs.

Additional learning materials will be available on the Moodle page of the Course of Economic Statistics (accessible from http://e-l.unifi.it/).

Oral examination with discussion of homework exercises

Introduction to marketing research. Types of research: exploratory, descriptive, explanatory. Primary and secondary data. Qualitative vs. quantitative research. Measurement scales and questionnaire. Sampling. Analysis of variance (differences between groups; example: differences in the image perceived by tourists for a certain number of destinations). Simple and multiple linear regression model (example: effect of individual characteristics, psychographic variables, etc. on the amount spent in online purchases). Discriminating analysis and logit model (example: which factors influence the choice of Florence as a tourist destination). Multivariate analysis: main components and factorial analysis (purpose: to examine the relationship between several variables and to understand whether this is due to "underlying factors", which are generally hypothesised at a theoretical level, and cannot directly measured). Ccluster analysis (hierarchical and non-hierarchical) New data sources for market analysis: social media, mobile phone data, and logfile analysis. How sentiment analysis works.Laboratory using SPSS software.