79210 - Lab Class on Economic and Business Data

Learning outcomes

Il corso si propone l'obiettivo di fornire gli strumenti operativi per l'analisi di casi di studio in ambito economico e delle ricerche di mercato tramite l'ausilio del software SAS. Al termine del corso lo studente possiede gli strumenti operativi per l’analisi quantitativa di dati di tipo economico e aziendale; è in grado di scegliere, tra i principali metodi presentati, quello più idoneo all’analisi di uno specifico problema empirico utilizzando il software SAS; è in grado di leggere ed interpretare criticamente i risultati prodotti.

Course contents

• Primary and secondary data on consumer research.
• Data quality and pre-processing.
• “Big data”:a new data quality framework.
• Data visualization and data description.
• Transactions dataand the RFM metric.
• The behavioral segmentation: case studies.
• The use of qualitative data for customer profiling: the correspondence analysis.

Readings/Bibliography

Tufféry, S. (2011) Data Mining and Statistics for Decision Making. John Wiley & Sons, Ltd. (Cap. 3, 4, 7.3, 7.4, 9).

Bolasco, S. (1999) “Analisi Multidimensionale dei dati”, Carocci (cap. 5, 6.4, 6.5)

Reinartz and Kumar (2018) “Customer Relationship Management Concept, Strategy, and Tools”, Springer (Cap. 6)

Mazzocchi, M. (2008). Statistics for marketing and consumer research. Sage (Cap. 1-4, 13)

Lecture notes.

Teaching methods

• Lectures involve the presentation of theoretical and practical issues. After each theoretical session a practical tutorial in the laboratory is devoted to applications on real case studies using the SAS software.
• Students are invited to solve and discuss case studies. Home assignments will serve to reinforce class concepts and get familiarity with data analysis and interpretation in a business setting. Home assignments will be ungraded. However, solutions (or simply a feedback) will be provided for self-assessment.

Assessment methods

Attending and non attending students will have a written examination consisting in a multiple-choice section (1/3 of grade) and a section requiring the production and the interpretation of statistical outputs (2/3 of grade). The multiple choice section aims at testing the student's knowledge of the theoretical topics. The second section is targeted at testing the ability of producing and interpreting statistical outputs, and their translation into applied conclusions. Typical exam questions will be made available during the course. All the students are given to perform tasks of the same difficulty in the same time. It is a 75 minutes written exam with 3-6 multiple choice questions on theory and 2/3 practical exercises using the SAS software. Points awarded for correct answers to each question will be available in the exam outline. The exam is "closed-book". Students are not allowed to consult references and theoretical information sources while performing the task.

Check the virtual space for further details.

Teaching tools

The UNIBO e-learning platform (VIRTUALE) will be used to share teaching materials and to assign periodical home assignments to students. The teaching material includes:

• Lecture notes summarising theoretical topics explained in class
• Open data and lecture notes to follow the practical sessions
  
• Miscellanea: exercises, solutions to assignments, sample exams, follow-up materials

Software SAS9.4 and SAS University Edition.

Kahoot and Quizziz.

Office hours

See the website of Ida D'Attoma