Insegnamento a.a. 2018-2019


Department of Marketing

Course taught in English
Go to class group/s: 31
CLEACC (6 credits - II sem. - OBS  |  SECS-P/08)
Course Director:

Classes: 31 (II sem.)


This is not a course on statistics, but students should feel advised to have some understanding of key statistical concepts, i.e. multivariate statistics and linear regression models, which we use throughout the course. While a certain degree of technical analysis and computation are essential in order to understand key issues when applying marketing research methods, most of the focus is on practical understanding of these methods and on acquiring the knowledge and skills necessary for transforming data into information. Sometimes this can be more challenging than the technical and computational aspects. In short, the emphasis is on applying the concepts rather than on theoretical development.

Mission & Content Summary


The objective of this course is to provide students with an introduction to marketing research with a strong emphasis on solving real-world business problems. Marketing research resides at the core of strategic decision-­making and is a vital tool for companies that operate in different sectors of the economy (e.g. small and medium businesses, entrepreneurs, cultural institutions, creative enterprises etc.). Small or large, local or international, public or private ­ most firms consume and conduct marketing research. The course covers a variety of topics allowing students to comprehend and conduct market research. In the modern business world, companies increasingly rely on data when conducting marketing research. In this context, quantitative methods have become particularly important for effective decision-making. The course helps students familiarize themselves with the practice of these methods through the use of specialized software. To that end, the course aims to be a laboratory that allows for firsthand experiences of marketing research projects: students analyze typical problems, select and apply statistical techniques to investigate empirical data, and identify relevant managerial conclusions.


  • Identifying and analyzing marketing research problems. Designing research projects.
  • Collecting and analyzing data.
  • Managing data collection with surveys.
  • Using internal and external secondary marketing data.
  • Analyzing marketing data with appropriate (multivariate) statistical techniques.
  • Explaining and transferring results to managerial practice.
  • Understanding benefits and conditions of various research strategies.
  • Ethical aspects of marketing research.

Intended Learning Outcomes (ILO)


At the end of the course student will be able to...
  • Define marketing research problems.
  • Describe qualitative and quantitative data.
  • Recognize issues in marketing research.
  • Illustrate real-world cases.
  • Estimate quantitative models based on collected data.


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

More precisely, three learning goals will guide our way throughout the course. At the end of the course, participants will be able to:

  • Assess the quality of existing marketing research (in newspapers, consulting studies, and internal analyses).
  • Contribute actively to marketing research projects of cultural organizations.
  • Develop the capacity to initiate and design new marketing research projects autonomously.

Teaching methods

  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Exercises (exercises, database, software etc.)
  • Case studies /Incidents (traditional, online)
  • Individual assignments
  • Group assignments


  • Exercises and case studies on real business problems. The exercises allow the students to apply the analytical tools illustrated during the course.
  • Guest speaker talks help students get a fresh look at the practical aspects of marketing research in companies.
  • Group assignments are related to applying the concepts learned in class to real-world situations.  

Assessment methods

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


During the course, students work on a field project that guides them through the typical process of a marketing research project. Furthermore, one written exam concludes the course. The exam determines 50% of the final grade while the field project accounts for the remaining 50%. Students can earn bonus points through assignments and active participation to the class.

  • Field project (50%): at the beginning of the course, students form teams. The field project guides students through the process of an empirical marketing research project that includes problem formulation, research design, data collection, data analysis, and interpretation. The principal idea is that students collect and analyze their own data within the empirical context of the course.
  • Final exam (50%): the exam covers materials from the textbook, classroom discussions, and other materials provided to the students throughout the course. The exam format uses standardized questions and the focus is on the application of marketing research in an empirical context.


Final exam (100%): the exam consists of an individual written test that requires methodological mastery as well as expertise in application. In comparison to the exam for attending student, it covers a wider range of topics and some additional materials and it assumes larger technical competence. The exam format uses standardized and open questions.

Teaching materials


The exact readings are defined at the beginning of the course.

Last change 03/06/2018 15:46