84611 - MODELLI STATISTICI PER L'ANALISI DI MERCATO

Learning outcomes

This course introduces the student to statistical models for marketing. The emphasis is on models that are based on the statistical interpretation of

- discrete choice among a set of alternative brands and

- time series data on company's performance and marketing instruments.

The objectives of the course are:

1. provide exposure to existing, implementable marketing models in the previous areas;

2. provide experience in using marketing models through computer exercises.

Course contents

Part 1

(30 hours)

Modeling the choice among brands

The random utility specification for multiple choices

Multinomial logit, multinomial probit and nested logit models

The IIA hypothesis

Project, collect and analyse a stated choice data-set.

(about 14 hours)

 

Part 2

(about 16 hours)

Modeling performance and marketing instruments data

Measuring effectiveness of marketing instruments

Readings/Bibliography

Beyond teaching material provided by the lecturer (and available at Insegnamenti Online) the following references are recommended as additional readings, expecially for students not attening classes:

Part 1

-Franses P.H., Paap R. (2001), Quantitative models in marketing research, Cambridge University Press (Chp.4,5)

-Brasini S., Freo M., Tassinari F., Tassinari G. (2010), Marketing e pubblicità, Il Mulino (Chp.2-6).

Part 2

-Brasini S., Freo M., Tassinari F., Tassinari G. (1999), Marketing e pubblicità, Il Mulino (Chp.4).

-Hanssens D.M., Parsons L.J., Schultz R.L. (2003), Market response models: econometric and time series analysis, Kluwer (Chp.3:6).

Teaching methods

Classroom and laboratory (R software)  lessons

Assessment methods

Oral examination.

The examination consists into two to three answers in order to evaluate knowledges learned by the student and how they are deepened.

Answers concern:

- theoretical aspects 

- understanding and interpretation of empirical aspects.

Students are examined following the registration number. If more than 18 students are registered, the exam continues in the following days.

Teaching tools

Course material is available on Insegnamenti Online. It is composed by:

- Slides

- Excel sheets and Data

- R's Script

-Lab tutorial

Office hours

See the website of Marzia Freo