First cycle
degree courses
Second cycle
degree courses
Single cycle
degree courses
School of Science
STATISTICS AND MANAGEMENT
Course unit
MARKETING RESEARCH
SSL1000274, A.A. 2014/15

Information concerning the students who enrolled in A.Y. 2013/14

Information on the course unit
Degree course First cycle degree in
STATISTICS AND MANAGEMENT
SS1450, Degree course structure A.Y. 2009/10, A.Y. 2014/15
N0
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Degree course track PROFESSIONALIZZANTE [007PD]
Number of ECTS credits allocated 8.0
Type of assessment Mark
Course unit English denomination MARKETING RESEARCH
Website of the academic structure http://scienzestatistiche.scienze.unipd.it/2014/laurea_statisticagestioneimprese_2009
Department of reference Department of Statistical Sciences
Mandatory attendance No
Language of instruction Italian
Branch PADOVA
Single Course unit The Course unit can be attended under the option Single Course unit attendance
Optional Course unit The Course unit can be chosen as Optional Course unit

Lecturers
Teacher in charge FRANCESCA BASSI SECS-S/03

Mutuated
Course unit code Course unit name Teacher in charge Degree course code
SSL1000274 MARKETING RESEARCH FRANCESCA BASSI SS1450

ECTS: details
Type Scientific-Disciplinary Sector Credits allocated
Educational activities in elective or integrative disciplines SECS-S/03 Statistics for Economics 7.0
Core courses SECS-S/03 Statistics for Economics 1.0

Course unit organization
Period Second semester
Year 2nd Year
Teaching method frontal

Type of hours Credits Teaching
hours
Hours of
Individual study
Shifts
Lecture 8.0 56 144.0 No turn

Calendar
Start of activities 02/03/2015
End of activities 12/06/2015
Show course schedule 2015/16 Reg.2009 weekly timetable
2015/16 Reg.2009 single teaching timetable

Examination board
Board From To Members of the board
6 Commissione a.a. 2014/2015 01/10/2014 30/09/2020 BASSI FRANCESCA (Presidente)
BISAGLIA LUISA (Membro Effettivo)
PACCAGNELLA OMAR (Membro Effettivo)
5 a.a. 2013/14 01/10/2013 30/03/2015 BASSI FRANCESCA (Presidente)
GUIDOLIN MARIANGELA (Membro Effettivo)
PACCAGNELLA OMAR (Membro Effettivo)

Syllabus
Prerequisites: Descriptive and inferential statistics
Target skills and knowledge: The main aim of the course is to teach how to organize and administrate a marketing survey.
Examination methods: The exam is written and can be taken in English
Course unit contents: 1. Nature and scope of marketing research
Definition of marketing research
Measuring marketing phenomena
Sources of marketing research: theory and practice

2. Data for marketing research
Primary and secondary data
Continuous marketing research

3. Introduction to sampling.
Probability and non-probability sampling

4. Collecting information
Questionnaires
Measurement scales
Nonsampling errors

5. Measuring some relevant phenomena
Consumption
Audience
Customer satisfaction
Potential market
Sales promotion

6. Introduction to statistical analysis of marketing data
Additional notes about suggested reading: Aaker D.A., Kumar V., Day G.S. "Marketing Research", Wiley, 2000.
Textbooks (and optional supplementary readings)
  • Bassi F., Guido G., Peluso A.M., La valutazione della “customer satisfaction” nelle esperienze di consumo. Una scala di marketing esperienziale per la misurazione della. Milano: Franco Angeli, 2010. Cerca nel catalogo
  • Bassi F., Analisi di mercato. Strumenti e statistiche per le decisioni di marketing. Roma: Carocci, 2008. Cerca nel catalogo