Course 2025-2026 a.y.

• Data Sources (Internal and External)

• Phases and Process of Extensive Quantitative Survey Research.

• Introduction to Univariate and Bivariate Analysis in Survey Data Analysis.

• Introduction to Multivariate Statistical Analysis in Questionnaire Analysis

•  Quantitative Approaches to Demand Segmentation: Classical and Flexible Models (Factor Analysis, Cluster Analysis).

• Attribute-Based and Non-Attribute-Based Techniques for Studying Competitive Positioning (Linear Discriminant Analysis, Correspondence Analysis).

• Time Series Analysis: Univariate Models (Seasonal Decomposition, Exponential Smoothing) and Multivariate Models (Linear Regression)

The course alternates methodological and applied lessons, using a series of case studies and specific software programs widely available on the market. In particular, the aim is to enable the student to independently replicate all the analyses proposed during the course.

understand the processes of extensive quantitative research and construction of business forecasts on the main company and sector dynamics

independently carry out or collaborate in the carrying out of extensive quantitative research and build forecasting models based on time series adequate for the reliability required in business decision-making processes

• Lectures
• Guest speaker's talks (in class or in distance)
• Practical Exercises
• Collaborative Works / Assignments

Marketing managers who are heavy users of the methodologies presented will be available to provide testimonials.

The exercises will be conducted using real data and will demonstrate the practical use of the techniques illustrated in the lectures.

Group work will be an important part of the exam.

For students attending the course, the course evaluation will be based on two group assignments (with groups of up to three people), one on extensive quantitative research (70% weighting) and one on time series analysis (30% weighting). The two group assignments specifically enable students to achieve the second expected learning outcome: independently conducting or collaborating on extensive quantitative research and building time series-based forecasting models suitable for the reliability required in business decision-making processes.

For non-attending students, there will be a final written exam which may include all the topics covered in the course.

Testo d'esame:

L. Molteni e G. Troilo, "Marketing Research" - English edition - Egea, Milano, 2025