03558 - Market Analysis (M-Z)

Academic Year 2021/2022

Learning outcomes

At the end of the course the student will be able to understand and to use sampling tecniques, survey management, to use main statistical segmentation tecniques and to perform analyses of consumer behavior. He will be able also to analyse the impact of advertising on sales and market shares.

Course contents

The course has the goal to build in students the critical understanding of the use of statistical tecniques to solve marketing problems, The course has the the goal to make students able to give practical solution to marketing problems by using the statistical package SAS, The course is divided in two modules, one of theoretical lessons (24 hours, Giorgio Tassinari) and one of practical lessons on PC (20 hours, Ida D'Attoma). At the end the student will be able to to andesrtand and use the procedure of suveys, to design random samples, to use statistical tecniques for customers segmentation and to perform analysis of the impact of advertising on sales and market shares. Besides, he will be able to implement solustions to the above problems by the use of stattsitsica software.

Random sampling

Siimple random sampling. Stratified random sampling. Multistage sampling and cluster sampling. Determination of the number sample units.


Principal component analysis. Gerarchical cluster analysis. Non gerarchical cluster analysis. Segmentation trees: AID and CHAID.

Response to advertising.

Methos for assessing cognitive response. Methods for analysis of sample response. Methods of analysis of market share response. Dynamic models of response to advertising.


Brasini, Freo, Tassinari, Tassinari, Marketing e pubblicità. Strumenti di analisi statistica, Il Mulino, Bologna, 2010, Capp. 1, 3 e 4.

Slides of the lessons on the teacher web site:


Teaching methods

Frontal lessons (24 hours, Giorgio Tassinari) and exercitations with statistical packages (20 hours, Ida D'Attoma). This lessons are teached to two different classes (with different schedules), students A-L and students M-Z.

Assessment methods

Written exams (Tassinari) of two hours consisting of two theretical questions and  one exercise. Exam on PC on the use of SAS

Teaching tools

Slides on web sites of teachers. SAS manuals on line.

Office hours

See the website of Giorgio Tassinari

See the website of Ida D'Attoma


Quality education Decent work and economic growth Reduced inequalities Responsible consumption and production

This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.