- Docente: Marzia Freo
- Credits: 10
- SSD: SECS-S/03
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: Second cycle degree programme (LM) in STATISTICS, ECONOMICS AND BUSINESS (cod. 8056)
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 choices between alternatives 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
Modeling the choice between two brands
Logit and probit models
The random utility specification for binary choices
Modeling the choice between more than two brands
Multinomial logit, multinomial probit and nested logit models
The random utility specification for multiple choices
The IIA hypothesis
Part 2
Modeling performance and marketing instruments data
Measuring effectiveness of marketing instruments
Transfer functions
Intervention analysis
Readings/Bibliography
Part 1
-Franses P.H., Paap R. (2001), Quantitative models in marketing research, Cambridge University Press (Chp.4,5)
Part 2
-Bonori V., Tassinari G. (2007), Come misurare il ritorno della pubblicità, Sole 24 Ore (Chp.8,9,10).
-Brasini S., Tassinari F., Tassinari G. (1999), Marketing e pubblicità, Il Mulino (Chp.8).
-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 lessons.
Assessment methods
Oral examination
Teaching tools
Slides and teacher's lectures available on teacher's web site and/or Statistics's Library
Links to further information
http://www2.stat.unibo.it/freo/
Office hours
See the website of Marzia Freo