84611 - MODELLI STATISTICI PER L'ANALISI DI MERCATO

Course Unit Page

SDGs

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

Quality education Industry, innovation and infrastructure

Academic Year 2021/2022

Learning outcomes

The student will known and use statistical tecniques for market intelligence: brand choice models, market response models, conjoint analysis

Course contents

I - Brand choice models

Random utility models

Multinomila logit model

IIA assumption

Nested Logit 

Probit Model

Case Studies

Readings/Bibliography

I

Franses, P.H., Paap, R. (2001), Quantitative modeling in marketing research, Cambridge University Press.

II

Brasini, S., Freo, M., Tassinari, F., Tassinari, G. (1999), Marketing e pubblicità, Il Mulino, Cap. 6.

III

Brasini, S., Freo, M., Tassinari, F., Tassinari, G. (1999), Marketing e pubblicità, Il Mulino, Capp. 7-8

Hanssens, D.M., Parsons, L., Schultz, R.L. (2002), Market response models: econometric and time series analysis, Kluwer.

Teaching methods

Lectures, exercitations, case studies, group works

Assessment methods

Written exam with tre questions: due theoretical, one on the interpretations of the results of applications of statistical techniques. It is possible for students to substitute "interpretative" answer with a group work. 

Teaching tools

Lecture slides, data files, case studies solved.

Office hours

See the website of Giorgio Tassinari