03558 - Market Research Analysis

Learning outcomes

At the end of the course, students will have acquired knowledge of the main principles involved in designing and conducting opinion polls and market research studies. In particular, students will be able to: - apply statistical methods to the analysis of consumer purchasing behaviour and consumption patterns; - use statistical techniques for market segmentation; - evaluate the memorability and behavioural effectiveness of advertising messages.

Course contents

1. Opinion Polls and Market Research. Probability sampling methods. Determining sample size. Controlling sampling error. Questionnaire design. Types of non-sampling errors and methods for their prevention and control. 2. Statistical Analysis of Consumer Behaviour and Consumption. Statistical data sources and classification systems. Indicators for analysing market competitiveness. Determinants of consumer purchasing behaviour. Purchase frequency, repeat purchasing, and brand loyalty. Lifestyle surveys. 3. Market Segmentation and Target Market Selection. Market segmentation concepts. Statistical segmentation techniques (AID, CHAID, and Cluster Analysis). Flexible segmentation and Conjoint Analysis. Product and brand positioning. 3. Perception and Effectiveness of Advertising. Selection of advertising media and audience measurement. Measures of advertising communication effectiveness. Models of market response to advertising investment.

Readings/Bibliography

Teaching materials prepared by the instructor and made available on the course's online learning platform:

http://virtuale.unibo.it/

Supplementary readings:

F. Bassi e S. Ingrassia, Statistica per analisi di mercato. Metodi e strumenti, Pearson, Milano, 2022.

S. Brasini, M. Freo, F. Tassinari e G. Tassinari, Marketing e pubblicità. Metodi di analisi statistica, Il Mulino, Bologna, 2010

Teaching methods

Lectures will be complemented by discussions of real-world case studies.

Students may use STATA through the University of Bologna's institutional licence, available at the following link:
https://www.unibo.it/secure/software-stata/istruzioni.aspx#licenza

Students wishing to attend the laboratory sessions are required to complete the mandatory health and safety training for study environments in advance. The training is delivered online (e-learning) and consists of Modules 1 and 2, available at:

• https://virtuale.unibo.it/enrol/index.php?id=45323
• https://virtuale.unibo.it/enrol/index.php?id=35096

Assessment methods

The examination is designed to assess whether students have achieved the following learning objectives:

• a thorough understanding of the statistical methods presented during the lectures;
• the ability to apply these methods to the analysis of business and market phenomena;
• the ability to interpret the results obtained and use them to support decision-making processes.

The assessment consists of a written examination and an optional supplementary oral examination, which may increase, decrease, or confirm the mark obtained in the written test.

The written examination includes:

• questions on statistical methods and concepts (theoretical questions);
• practical exercises requiring students to apply the statistical techniques covered during the course.

A sample examination paper containing representative questions is available on the University's Insegnamenti OnLine (IOL) platform.

During the examination, the use of textbooks, notes, computers, or any other supporting materials is not permitted.

The written examination may be taken either:

• as two mid-term tests (one at the end of the first module and one at the end of the second module), or
• as a single comprehensive final examination covering the entire course.

When the examination is taken in two mid-term tests, the final written mark is calculated as the arithmetic mean of the two scores.

Students who:

• fail both mid-term tests must retake the written examination in its comprehensive form;
• fail one of the two mid-term tests must either take the supplementary oral examination or retake the comprehensive written examination;
• pass both mid-term tests and wish to improve their final mark may take the supplementary oral examination. The oral examination may adjust the written mark by up to ±3 points.

For students taking the two mid-term tests, the supplementary oral examination is held during the examination session of the second mid-term and focuses on the topics covered in the module in which the student obtained an insufficient mark. For students taking the comprehensive written examination, the oral examination is held during the same examination session and may cover any topic included in the course.

The written examination lasts 90 minutes. Marks are awarded on the Italian grading scale from 0 to 30 with honours (30 e lode). Honours may be awarded for an overall score equivalent to 31–33 points.

Final grades are officially recorded on the date specified in AlmaEsami. Students may review their marked examination and request clarification during the grade registration session immediately following the examination they have taken. Grade registration may take place even if the student is not present.

Teaching tools

Teaching is supported by a computer and digital projector.

Course materials and lecture slides will be made available on the University's Virtuale platform:
http://virtuale.unibo.it/

Office hours

See the website of Cristina Bernini