03558 - Market Research Analysis

Learning outcomes

Any field which is subject to systematic inquiry can be characterized by: a) content - what the researcher attempts to study; b) method - the conceptual basis or strategy of inquiry; and c) techniques - the procedures or tactics by which the strategy is implemented. The main motivation for this course has arisen from the awareness that market research analysis has now reached a stage of development where traditional methods and statistical techniques require synthesis and extension. With respect to method, the unifying concept of the course is that market research analysis is a cost-incurring activity whose output is information of potential value for management decision. With respect to technique, the course emphasizes the place of modern analytical tools, such as multivariate statistical analysis, in the design and conduct of marketing research.

Course contents

1. Sampling surveys and polls. Nonprobability sampling procedures. Probability sampling designs. Decisions concerning what size sample to take. Evaluation of sampling error. Control procedures of nonsampling errors. 2. Consumption and buying behaviours analysis models. Statistical sources and consumption classification schemes. Empirical analysis of primary demand. Buying behaviours determinants. Purchase incidence, repeat-buying and brand loyalty indicators. 3. Market segmentation, targeting and positioning. Market segmentation. Statistical techniques of segmentation: cluster analysis, factor analysis and automatic interaction detection. Market targeting. Product and brand positioning. Perceptual data and multidimensional scaling techniques. Consumer preferences data and conjoint analysis. 4. Measurement of advertising response. Audiences evaluation methods. Media selection and scheduling. Different effects of advertising. Modelling the sales and market-share effects of advertising.

Readings/Bibliography

S. Brasini, M. Freo, F. Tassinari e G. Tassinari, Marketing e pubblicità. Metodi di analisi statistica, Il Mulino, Bologna, 2010.
S. Brasini, M. Freo, F. Tassinari e G. Tassinari, Statistica aziendale e analisi di mercato, Il Mulino, Bologna, 2002.

Assessment methods

Oral examination

Teaching tools

Video-projector and pc

Links to further information

http://www2.stat.unibo.it/brasini/default.htm

Office hours

See the website of Sergio Brasini