Insegnamento a.a. 2020-2021

• Identifying and analyzing marketing research problems in public policy.
• Designing research projects.
• Collecting and using different types of data.
• Explaining and transferring results to practitioners in public policy.
• Understanding benefits and conditions of various research strategies.
• Discussing recent trends of marketing research for public policy.
• Monitoring ethical constraints and dilemmas when executing marketing research.

• Understanding of marketing research in the context of public policy.
• Design and conduct of marketing research projects for policy making.
• Design and test interventions aimed at changing behavior (nudges).

• Assess the quality of reported marketing research in the context of public policy.
• Contribute actively to larger marketing research projects for policy making.
• Develop autonomously research question(s) and derive the appropriate corresponding research design.

• Face-to-face lectures
• Online lectures
• Exercises (exercises, database, software etc.)
• Individual assignments

For those who attend the course, there will be a couple of quizzes (multiple choice questions) that help you prepare for lectures, and individual and group assignments based on digital resources that are distributed on blackboard. As attending student, the quizzes count towards your course grade.

- Quizzes: Two quizzes, handed out at the beginning of two sessions. Each quiz consists of multiple-choice questions covering the assigned readings up to that session. 

- Individual assignment: every attending student is required to hand in a written assignment at the end of the course. 

The focus of these two activities will be on the application of marketing research in an empirical context. 

The exam is an individual written test that covers the textbook. The exam will make use of different formats of standardized questions, but clearly will go beyond testing your knowledge of definitions.

The focus will be on the application of marketing research in an empirical context. 

• N.K. MALHOTRA, Essentials of Marketing Research, Global Edition, Pearson Prentice Hall.
• Digital resources that are distributed throughout the semester.

• N.K. MALHOTRA, Essentials of Marketing Research, Global Edition, Pearson Prentice Hall.
• Digital resources that are distributed throughout the semester.