The course illustrates the design and organization of marketing research with the aim of effectively support business decision-making.
The analysis focuses, first, on the factors that influence consumer behavior, and then, explores the scientific and operational aspects of the research process: design of the research project, methods of data acquisition, measurement tools, techniques analysis and presentation of results.
Students will gain both the knowledge needed to identify the optimal type of research with respect to information needs and constraints of the budget, and the skills required to conduct the research on the field.
Course contents summary
Marketing research: people, processes, types
Decision-making process and consumer behavior
Qualitative research techniques: participant observation, in-deth interview,
focus group, analysis of documents
Quantitative techniques: structured interview,
structured observation, data analysis
Mario Cardano, La ricerca qualitativa, 2011, Il Mulino
A. de Lillo - L. Arosio - S. Sarti - M. Terraneo - S. Zoboli, Metodi e tecniche della ricerca sociale. Manuale d'uso per l'indagine quantitativa, 2010, Pearson. Chapters1-3-4-5