- Docente: Giorgio Tassinari
- Credits: 9
- SSD: SECS-S/03
- Language: Italian
- Moduli: Giorgio Tassinari (Modulo 1) Furio Camillo (Modulo 2)
- Teaching Mode: In-person learning (entirely or partially) (Modulo 1); In-person learning (entirely or partially) (Modulo 2)
- Campus: Bologna
- Corso: First cycle degree programme (L) in Economics and Marketing (cod. 0338)
Learning outcomes
Knowledge of the basic analytical tools for market research and market intelligence
Course contents
Probabilistic sampling. Questionnaires and measurement scales. Survey errors. Consumption measurement and classification. Analysis of demand. Multiple regression models. Brand loyalty. Measurement of consumer satisfaction. Brand choice stochastic model. Market segmentation. Brand positioning.
Analytical CRM and Data Mining
Readings/Bibliography
S. Brasini, F. Tassinari, G. Tassinari, Marketing e pubblicità, Il Mulino, 2005, chpts 1,2,3,4.1,4.2,4.3
Sergio Bolasco, "Analisi dei dati", Carocci, capp. 3, 4, 5, 9 + Stefania Mignani, Angela Montanari, "Analisi Statistica Multivariata", ed. Esculapio, cap. 5
Teaching methods
Lectures and exercitations
Assessment methods
Written and oral examinations
Teaching tools
Notes on the multiple regression model on the teacher's web site: htpp://www2.stat.unibo.it/tassinarig/default.htm. Texts of the exams and solution on the teacher's web site. Other readings on the teacher's web site.
Office hours
See the website of Giorgio Tassinari
See the website of Furio Camillo