69968 - Market Research And Analysis

Course Unit Page

  • Teacher Furio Camillo

  • Credits 9

  • SSD SECS-S/03

  • Teaching Mode Traditional lectures

  • Language English

  • Campus of Bologna

  • Degree Programme First cycle degree programme (L) in Business and Economics (cod. 8965)

  • Teaching resources on Virtuale


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

Reduced inequalities

Academic Year 2021/2022

Course contents

Overview of Data Mining, Commercial data, Administrative data, survey data, Factor Analysis, Cluster Analysis, Predictive Models (decision trees, discriminant analysis, regression)


Stephane Tuffery - Data Mining and Statistics for decision making - ed. Wiley 2011 - Capitoli: 1, 3, 7, 9, 11.6, 11.7

Teaching methods

Lessons and laboratory works using SAS

Assessment methods

An applied workgroup carried out and written according to the standards communicated and taught during the lessons. The discussion of group work will take place individually and online via teams during the official dates of the Almaesami website, but also online on extra dates by individual agreement with the teacher.

Verification takes place through an individual oral exam in which the teacher asks technical questions about the methodological choices made in group work. The group works are carried out by groups of students (composed of a maximum of 3 or 4 subjects) who are formed independently and who carry out a real psychographic CRM project. The guidelines for the technical implementation of the group project are described during the course and in any case it involves applying the data analysis strategies addressed in the course to opinion data, collected by the group through an electronic questionnaire: definition of the topic, editing of the questionnaire, treatment of the distortion effects generated by the opinion scale, statistical modeling using the SAS software, drafting of the report to be delivered to the teacher.

Teaching tools

Theoretical lessons and informatic lab. Students with disability or specific learning disabilities (DSA) are required to make their condition known to find the best possibile accomodation to their needs

Office hours

See the website of Furio Camillo