Insegnamento a.a. 2025-2026

• 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.

At the end of the course student will be able to...

• Understand 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).

At the end of the course student will be able to...

• 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.

• Lectures
• Practical Exercises

For those who attend the course, there will be two quizzes (multiple choice questions) about the course material covered so far. As attending student, the quizzes count towards your course grade. You need to pass both quizzes in order to take the exam for attending students.

To pass this course as attending student, you need to pass both quizzes and the exam for attending students.

Quizzes: Two quizzes consisting of multiple-choice questions covering the material of the lectures (slides) up to that session.

Final exam: The exam is an individual written test that covers course material covered in class and readings. 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.

Final exam (100%): 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.

Course slides and additional readings which are posted on blackboard.
TEXTBOOK: Nick Chater and George Loewenstein: It's On You: How Corporations and Behavioral Scientists Have Convinced Us that We're to Blame for Society's Deepest Problems, WH Allen, 2026.
Selected chapters of this book will be covered in the exam.

TEXTBOOK: Malhotra, Naresh, K. et al. Essentials of Marketing Research. Available from: VitalSource Bookshelf, Pearson International Content, 2013.

To access the book, login the Bocconi website and use the following link:   https://library.unibocconi.it/discovery/fulldisplay?docid=alma991006105190907991&context=L&vid=39UCLB_INST:VU1&lang=en&search_scope=MyInst_and_CI&adaptor=Local%20Search%20Engine&tab=Everything&query=any,contains,Essentials%20of%20marketing%20research&offset=0

Type in "Bocconi" and click "Università Bocconi (OpenAthens)"; select the first authentication option "Bocconi Users (Permanent Faculty, Students, Staff)", then log in with your Bocconi credentials and click "Continue without an Account".