First cycle
degree courses
Second cycle
degree courses
Single cycle
degree courses
School of Science
STATISTICS FOR ECONOMICS AND BUSINESS
Course unit
MARKETING RESEARCH
SCP4065478, A.A. 2019/20

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

Information on the course unit
Degree course First cycle degree in
STATISTICS FOR ECONOMICS AND BUSINESS
SC2095, Degree course structure A.Y. 2014/15, A.Y. 2019/20
N0
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Number of ECTS credits allocated 9.0
Type of assessment Mark
Course unit English denomination MARKETING RESEARCH
Website of the academic structure http://www.stat.unipd.it/studiare/ammissione-lauree-triennali
Department of reference Department of Statistical Sciences
E-Learning website https://elearning.unipd.it/stat/course/view.php?idnumber=2019-SC2095-000ZZ-2017-SCP4065478-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
Educational activities in elective or integrative disciplines SECS-S/03 Statistics for Economics 9.0

Course unit organization
Period Second semester
Year 3rd 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 02/03/2020
End of activities 12/06/2020
Show course schedule 2019/20 Reg.2014 course timetable

Examination board
Examination board not defined

Syllabus
Prerequisites: No specific previous knowledge is necessary
Target skills and knowledge: The course introduces the students to marketing research.
Examination methods: Written exam plus an homework consisting in a customer satifaction survey.
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. Other common applications:
Market segmemtation
Brand positioninig

7. Introduction to statistical analysis of marketing data with SPSS
Additional notes about suggested reading: Bearden W.O., Netemeyer R.G., Mobley M.F. “Handbook of Marketing Scales”, 1993, Sage.
Textbooks (and optional supplementary readings)
  • Bassi F., Analisi di mercato. Strumenti e statistiche per le decisioni di marketing. Roma: Carocci, 2008. Cerca nel catalogo
  • Bassi F., Guido G., Peluso A.M. (a cura di), La valutazione della “customer satisfaction” nelle esperienze di consumo. Una scala di marketing esperienziale per la misurazione della. Milano: F. Angeli, 2010.
  • Aaker D.A., Kumar V., Day G.S., Marketing Research. New York: Wiley, 2000. Cerca nel catalogo

Innovative teaching methods: Teaching and learning strategies
  • Lecturing
  • Case study
  • Working in group
  • Problem solving

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