98713 - MARKETING METRICS LAB

Learning outcomes

The goal of the course is to provide students with an understanding of the quantitative tools that can be used to support the decision-making process, from the perspective of customers and firms. Specifically, participants will leave this course knowing: - which metrics are the most appropriate for different decisions; - how to assess, collect, and analyze the input data ; - how to interpret the output metrics for supporting decisions - how to support the planning of activities.

Course contents

Introduction to the main multivariate techniques, how to build and test a questionnaire, exploratory factor analysis, conjoint analysis, muldimensional scaling, cluster analysis, experimental design, MANOVA

Readings/Bibliography

Multivariate Data Analysis -7th edition- Hair, Black, Babin - Pearson Ed.

Teaching methods

Frontal teaching in the lab; analyses of datasets in the lab using SPSS

Assessment methods

Written exam. 

The exam is based on the program of the academic year during which it takes place, regardless of the year one attended classes.

 

Evaluation:

18-23: sufficient preparation and analytical skills but related to a limited number of topics covered in the course.
24-27: technically adequate preparation but with some limits with respect to the topics covered, good analytical skills, even if not particularly articulated, expressed in correct language;
27-29: excellent knowledge of a large number of topics covered in the course, good analytical and critical skills, mastery of specific terminology;
30-30L: excellent and exhaustive knowledge of the topics addressed in the course, ability of critical analysis and connection, mastery of specific terminology.

Teaching tools

SPSS; excel; slides

Office hours

See the website of Daniele Scarpi