The course will examine the specific issues involved in developing and implementing marketing research to solve a managerial decision problem. Students will obtain computer skills such as SPSS for Statistics. Knowledge from this course can be also used for writing a master thesis. Attention will be focused on such issues as:• Explain and discuss procedural and methodological factors that play a role whenassessing marketing research projects.• Discuss the various procedures used for data collection• Explain and be capable in making a questionnaire• Explain and discuss in detail the use and application of attitude scales inmarketing research• Explain the fundamentals of sampling in marketing research• Explain techniques to check and describe data (frequency tables, crosstabulations,..)• Perform and interpret parametric and non-parametric tests• Explain the right multivariate technique for data analysis given a marketingresearch problem• Know the objectives, use and interpretation of multivariate data-analysistechniques (e.g., regression, factor analysis, ANOVA...)• Understand the report preparation process and practice it

This course will contribute to empower students by advancing their knowledge on the statistical and analytical tools needed for solving specific marketing –related problems. Additionally, these capabilities will help students in developing their master thesis. They will be able to critically understand research papers and to propose their own research project. Individual final exams and team research projects will be particularly useful to assess these skills. Importantly, the intermediate feedbacks planned as a moment o “one-to-one” encounter between the teaching group and students teams will be particularly useful to guide and support students during their learning process and to assess their improvements. Final exams and team projects will be particularly useful for assessing students’ learning skills.

The course will be divided into three main parts. The first part discusses research process in depth to write a marketing research report. In particular, the main issues associated with quantitative research design, data collection, data collection techniques, questionnaire and experiment design are discussed.In the second part, an overview of basic statistics and computer skills ‘SPSS’ is provided. Key topics covered in this part include exploratory data analysis, univariate and bivariate hypothesis testing.In the third part, frequent and relevant marketing research problems, including profiling for predictive modelling, ad-copy testing, customer value analysis, and positioning are examined. For these problems, multivariate statistic techniques (e.g. regression, ANOVA, factor and reliability analyses) will be examined and indicated with SPSS.

Malhotra, N.K., David F. Birks, Peter Wills, “Marketing Research, An applied approach”, Fourth edition (check amazon.it), ISBN-10:0273725858, ISBN

1. Conventional lectures and practice in computer lab; 2. Team works (written marketing research report); 3. Guest speaker from the business community;

1. Written Final Exam: 20% 2. Written marketing research project (team project): 50% 3. 30% Assignements

at least 27/30 on the final exam

yes, students will be exposed to different research focused on sustainability.