Course Unit Profile

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Basic Information

Course Unit Title: MARKETING RESEARCH

Course Unit Code: 202PP

Level of course unit

Second Cycle (Laurea magistrale) Degree Programme in Marketing management and market research

Year of study

First year

Semester when the course is delivered

First semester

Number of ECTS credits allocated: 9

Name of Lecturer(s):

Prof.: Alessandro Gandolfo
Email: alessandro.gandolfo@unipi.it

Language of instruction

Italian

General Information

Learning outcomes

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.


Course contents

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.


Specific Information

Prerequisites, co-requisites, as a prerequisite for further study

Prerequisites

None.

Co-requisites

None.

Prerequisite for

None.

Mode of delivery

Delivery

face to face

Attendance

Advised

Teaching methods

Learning activities

Recommended or required reading

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
ISBN/EAN: 9788823833715

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




Assessment methods and criteria

Assessment methods

Further information

Assesment from work "on field": 30% Final written test: 70%

Assessment criteria

- 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.

Work placement

Yes

Description

Marketing research project in collaboration with a company on a real life situation which ends with a written report and an oral presentation about the results obtained in front of teacher of the course and menagers of the company.

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