- Docente: Maurizio Canavari
- Credits: 4
- SSD: AGR/01
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: First cycle degree programme (L) in Marketing and Economics of the agro-industrial system (cod. 0868)
Learning outcomes
The student is able to understand the role of marketing research,
masters the basic concepts and knows the types of research
approaches and methods. He is able to participate in setting up
qualitative and quantitative research and knows the basic
techniques for primary and secondary data collection and
processing.
Course contents
Marketing Information System. Marketing research: subjects,
processes, type of approach. Qualitative research methods.
Quantitative research methods. Sampling. An example of marketing
research on brand performance: customer satisfaction and
trust.
Readings/Bibliography
Luca Molteni, Gabriele Troilo (2007). Ricerche di marketing 2/ed, McGraw-Hill, Milano, ISBN 9788838663925 (cap. 1-5 e 10).
Teaching methods
The course is based on a traditional lecturing style with the
occasional use of the IT laboratory for groupwork.
Seminars about specific topics held by
practitioners/experts/scholars will integrate the coursework
materials.
Assessment methods
Final oral exam
Teaching tools
Seminars, class groupwork.
Office hours
See the website of Maurizio Canavari