The Market Research course aims at providing students with a wide view of marketing research and its most common research techniques to understand markets and measuring market success. The course consists of four main sections.
Section 1 defines market research and set out the market research process leading to the research design
Section 2 addresses the qualitative research tools and techniques useful to explore the managerial issue and formulate the research design.
Section 3 presents the quantitative techniques commonly used to measure a phenomenon and to test hypotheses, with a special attention to market segmentation and positioning analyses.
Section 4 addresses the final report preparation and presentation.
Each section is enriched by practical sessions devoted to the field projects and/or to assignments.
Section 1 defines market research and set out the market research process leading to the research design
Section 2 addresses the qualitative research tools and techniques useful to explore the managerial issue and formulate the research design.
Section 3 presents the quantitative techniques commonly used to measure a phenomenon and to test hypotheses, with a special attention to market segmentation and positioning analyses.
Section 4 addresses the final report preparation and presentation.
Each section is enriched by practical sessions devoted to the field projects and/or to assignments.
Curriculum
Mutuazione: 21210068 Market research in Economia dell'ambiente e dello sviluppo LM-56 MORELLI MARIO