Second Cycle (Laurea magistrale) Degree Programme in Marketing management and market research
Prof.: Alessandro Gandolfo
The student who successfully completes the course will have the ability to demonstrate a solid knowledge and understanding of the main issues related to the process of planning and realising market researches both of quantitative and qualitative nature, such as for enterprises of goods and services, with particular attention to the choice of the best methodology aimed to fully satisfy the needs to tackle and successfully deal with marketing issues. He or she will be able to build effective structured questionnaires as well as focus groups, and he or she will be able to analyse and correlate the information collected from different sources. Lastly, he or she will be aware of modern approaches for carrying on a marketing research such as the internet and, in particular, social networks.
The course provides notions on the main types of researches (explorative, descriptive and causal) as well as the main research methodology used in quantitative and qualitative analysis, their main advantages and drawbacks and how they are useful to the enterprise. The course also approaches the main issues related to collecting and elaborating both quantitative and qualitative data, with particular emphasis on good practice in processing and building of charts, graphs and indicators useful to deliver the results of the research. The second part of the course focuses on a work "on field" where students in teams will collaborate with a firm realising an “authentic” and original marketing research. This research ends with an official presentation of the results to the management of the company.
face to face
Recommended reading includes the following works:
MOLTENI L., TROILO G., RICERCHE DI MARKETING
METODOLOGIE E TECNICHE PER LE DECISIONI STRATEGICHE E OPERATIVE,EGEA, Milano, 2012
Baker M.J., Selecting a Research Methodology, The Marketing Review, 2001, 1, page 373-397.
Baker M.J., Data collection: Questionnaire design, The Marketing Review, 2003, 3, page 343-370.
Boddy C.R., 2005, Projective techniques in market research: valueless subjectivity or insightful reality?, International Journal of Market Research, Vol. 47, n. 3.
Calder B.C. (1977), Focus Group and the Nature of Qualitative Marketing Research, Journal of Marketing Research, Vol. XIV, August.
Fram E.H., Cibotti E. (1991), The shopping list studies and projective techniques: a 40-year view, Marketing Research, 3, 4.
Further bibliography will be indicated
Assesment from work "on field": 30% Final written test: 70%
- In the written exam (1 hours, number of questions depending on the difficulty of each test), the student must demonstrate his/her knowledge of the course material and to organise an effective and correctly written reply. - With the oral presentation, to be made to the teacher, the other students and the manager of the sponsor company, the student must demonstrate the ability to approach a circumscribed research problem, and organise an effective exposition of the results. - The student must demonstrate the ability to put into practice and to execute, with critical awareness, the activities illustrated or carried out under the guidance of the teacher during the course.
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