58595 - Market Analysis II

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

Classroomand laboratory lessons.

Assessment methods

Oral examination

Teaching tools

Slides and teacher's lectures available on teacher's web site and/or Statistics's Library

Office hours

See the website of Marzia Freo