75944 - Quantitative Methods for Communication and Marketing (1)

Learning outcomes

The course offers students some basic tools for the statistical analysis of information related to the management of private and public organizations. Particular attention is paid to the analytical processing of data deriving from opinions and behaviors of customers or citizens in the context of contemporary information systems structured for Customer relationship management (CRM) or Citizen relationship management (CzRM).

Course contents

The course is set up in order to provide the basic tools for a correct approach to the transformation and analysis of data aimed at the world of communication and marketing.

phase 1 - basic tools of Statistics, measurement and analysis of relationships between variables, dependence on average, in distribution and linear

phase 2 - processing of an opinion questionnaire, segmentation of opinions by clustering and complexity reduction techniques

phase3 - elements of unstructured data analysis for communication, text mining

Readings/Bibliography

Reference texts:

Simone Borra, Agostino Di Ciaccio: Statistics (third edition), chapters 1,2,3,4,6,8,9,14,16

http://www.catalogo.mcgraw-hill.it/catLibro.asp?item_id=2982#contents

or as an alternative:

Barbara Pacini, Meri Raggi: Statistics for operational data analysis, Carocci publisher (latest edition available) from paragraph 3 to 9, inclusive.

Reference texts for exercises:

Workbook contained in the book by Borra-Di Ciaccio (see the book's website)

or also

Daniela Cocchi, Statistical Exercises, Clueb

Teaching methods

lectures and exercises

Assessment methods

Written exam and oral interview, only at the teacher's discretion and if at least sufficient for the task. The task is divided into two parts: the first has the function of a barrier with a limit to be reached by the student - this is at least 80% of his value score which will be explained from time to time in the specific exam test by the teacher.

Office hours

See the website of Furio Camillo