Insegnamento a.a. 2018-2019


Department of Marketing

Course taught in English
Go to class group/s: 31
CLEAM (6 credits - I sem. - OP  |  SECS-P/08) - CLEF (6 credits - I sem. - OP  |  SECS-P/08) - CLEACC (6 credits - I sem. - OP  |  SECS-P/08) - BESS-CLES (6 credits - I sem. - OP  |  SECS-P/08) - WBB (6 credits - I sem. - OP  |  SECS-P/08) - BIEF (6 credits - I sem. - OP  |  SECS-P/08) - BIEM (6 credits - I sem. - OP  |  SECS-P/08) - BEMACS (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:

Classes: 31 (I sem.)


During the course, there are several in-class exercise sessions in which students gain hands-on experience analyzing real-world data sets on their laptops. During these sessions, the students make extensive use of spreadsheet applications, such as Microsoft Excel (with the Analysis ToolPak add‐in) and SPSS. For this reason, to get the most out of the course, attendance is highly recommended. Also, students are expected to have completed at least one statistical or empirical course in which they gained a basic knowledge of linear regressions and t-tests. This helps the students gain a more insightful understanding of the course material.

Mission & Content Summary


Marketing research drives communication with clients, identifies business opportunities, and reduces risk of managerial decisions. In fact, analytical marketing skills are among the most sought-for, while data availability explodes. The goal of this course is to understand the concepts and the techniques required to conduct marketing research and to know how to apply them in real world marketing research problems in order to make better business decisions. In this course students are introduced to different stages of the marketing research process. They get familiar with different types on research designs. They learn how to collect and scrutinize data. Subsequently, they also learn quantitative research methodologies and their applications to various data sets to solve real-world business problems.


The contents of this course comprises theory, concepts and frameworks relevant to pricing, and empirical methodoliges and their applications to real-world datasets. The topics include but are not limited to:

  • Exploratory/ descriptive/ causal research: research design and data collection.
  • Consumer segmentation: cluster analysis.
  • Perceptual maps: factor analysis.
  • Market response models.
  • Field experiments.
  • Conjoint analysis.

Intended Learning Outcomes (ILO)


At the end of the course student will be able to...
  • Assess the quality of existing marketing research (in newspapers, consulting studies, and internal analyses).



At the end of the course student will be able to...
  • Develop autonomously a set of research questions and derive the appropriate corresponding research design.
  • Identify and measure consumer preferences using survey or market transaction data.
  • Contribute to larger (field) marketing research projects.

Teaching methods

  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Exercises (exercises, database, software etc.)
  • Group assignments


The class sessions comprise lectures (60%) and in-class discussions and exercises (40%).

  • There are a session with a guest speaker to complement the teaching by offering a chance to hear additional insights from managers.
  • The goal of the discussions and exercises is to apply important theory, concepts and frameworks to different business contexts and to provide students with hands-on practice in producing research output based on both qualitative and quantitative data. For in-class exercises, students are asked to bring a computer with Excel (make sure to install the Analysis ToolPak add-in) and SPSS installed and they analyse the data and discuss analysis output under a guidance of the instructor.
  • There are 2 assignments on:
  1. Research design and data collection.
  2. Data analysis and communications of the results.

Detailed instructions for these assignments are provided at the beginning of the course.

Assessment methods

  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  • Group assignment (report, exercise, presentation, project work etc.)


  • Group Assignments: 50%
  • Final Exam (Written): 50%

Note: The exam for attending students is only available on the first two exam dates; after the second exam date, only the non-attending exam is available.


Final Exam (Written): 100%

Teaching materials


  • All material discussed and distributed in class (slides, articles, hand-outs etc. are available via Bboard).
  • N.K. MALHOTRA, Essentials of Marketing Research, Global Edition, Pearson Prentice Hall, 2014 (Corresponding chapters, to be communicated in class).


  • N.K. MALHOTRA, Essentials of Marketing Research, Global Edition, Pearson Prentice Hall, 2014 (All chapters).
Last change 30/06/2018 22:10