First cycle
degree courses
Second cycle
degree courses
Single cycle
degree courses
School of Science
STATISTICAL SCIENCES
Course unit
STATISTICAL METHODS FOR MARKETING RESEARCH
SCP4063385, A.A. 2018/19

Information concerning the students who enrolled in A.Y. 2017/18

Information on the course unit
Degree course Second cycle degree in
STATISTICAL SCIENCES
SS1736, Degree course structure A.Y. 2014/15, A.Y. 2018/19
N0
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Number of ECTS credits allocated 9.0
Type of assessment Mark
Course unit English denomination STATISTICAL METHODS FOR MARKETING RESEARCH
Website of the academic structure http://www.stat.unipd.it/studiare/ammissione-laurea-magistrale
Department of reference Department of Statistical Sciences
E-Learning website https://elearning.unipd.it/stat/course/view.php?idnumber=2018-SS1736-000ZZ-2017-SCP4063385-N0
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

ECTS: details
Type Scientific-Disciplinary Sector Credits allocated
Core courses SECS-S/03 Statistics for Economics 9.0

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

Type of hours Credits Teaching
hours
Hours of
Individual study
Shifts
Laboratory 1.0 6 19.0 No turn
Lecture 8.0 58 142.0 No turn

Calendar
Start of activities 01/10/2018
End of activities 18/01/2019
Show course schedule 2019/20 Reg.2014 course timetable

Examination board
Board From To Members of the board
4 Commissione a.a.2018/19 01/10/2018 30/09/2019 BASSI FRANCESCA (Presidente)
BISAGLIA LUISA (Membro Effettivo)
GUIDOLIN MARIANGELA (Membro Effettivo)

Syllabus
Target skills and knowledge: The course is on statistical methods and models to support marketing strategies
Examination methods: Oral exam plus homework
Course unit contents: 1. Models for consumer behavior
brand choice, loylaty, purchase frequency
2. Latent construct in marketing
customer satisfaction, latent class models
3. Models to evaluate advertising efficacy
4. Market segmentation
AID tecniques, cluster analysis, conjoint analysis
5. Brand positioning
factor analysis, multidimensional scaling, correspondence analysis
Additional notes about suggested reading: Leeflang P.S.H., Wittink D.R., Wedel M., Naert P.A. Building Models for Marketing Decisions, Boston, Kluwer Academic Publishers, 2000 – (cap 9).
Wedel M., Kamakura W.A. Market Segmentation, Boston, Kluwer Academic Publishers, 2000.
Chakrapani C. Statistics in Marketing Research, Londra, Arnold Publishers, 2004.
Hanssens D.M., Parsons L.J., Schultz R.L. Market Response Models, Boston, Kluwer Academic Publishers, 2001 – (cap. 3).
Franses P.H., Paap R. Quantitative Models in Marketing Research, Cambridge, Cambridge University Press, 2001 – (cap 5, modelli razionali).
Eliashberg J., Lilien G.L. (eds) (1993) Handbooks in Operations Research and Management Science. Marketing, Vol. 5, North Holland, cap 6.
Textbooks (and optional supplementary readings)
  • Hair J.F., Black W.C., Babin B.J., Anderson R.E., Multivariate data analysis. --: Pearson, 2010. Cerca nel catalogo

Innovative teaching methods: Teaching and learning strategies
  • Lecturing
  • Laboratory
  • Questioning
  • Problem solving

Innovative teaching methods: Software or applications used
  • Moodle (files, quizzes, workshops, ...)

Sustainable Development Goals (SDGs)
Quality Education Responsible Consumption and Production