Programme

During the course the main methods and techniques of quali-quantitative research in the field of social, political and economic sciences will be illustrated.
In particular, the following topics will be tackled:
- Brief history of marketing and public opinion research;
- Main tools applied to the analysis and the study of marketing;
- Main tools applied to the analysis and study of public opinion;
- Focus on: the setting of the questionnaire and the importance of the questions;
- Focus on: The Mystery Client and the Mystery Shopper;
- Quantitative research: the C.A.TI methodology;
- Quantitative research: the C.A.W.I. methodology;
- Quantitative research: the C.A.P.I. methodology;
- Qualitative research: focus groups;
- Qualitative research: in-depth interviews;
- The editing of the presentation of the results: from the graphs to the comment of
the data.

Core Documentation

N. Piepoli, R. Baldassari, L’opinione degli italiani, annuario 2018, ATON Edizioni ROMA

L. Gigliuto, Come si promuove la città, FRANCOANGELI, Milano 2014.

Type of evaluation

Oral test and project assessment