The course illustrates the instruments and the methodology employed by the enterprises to get information useful for the marketing process. In particular, there will be analyzed the phases of the marketing research: preliminary planning, choice of the research design, definition and collection of information, data processing and presentation of the results.
The goal of the course is to furnish the knowledge in relationship to the market analysis.
We will underline the aspects that concern the process of the collection of data and the information concerning the market. To the theoretical lessons will correspond practical exercises, where there will be applied the general concepts taught during the lessons. The lessons will be integrated with seminars.

Syllabus

- Introduction to the marketing research.
- Definition of the research project.
- The concept of research design.
- Exploratory, descriptive and causal researches.
- Qualitative researches.
- Focus group interviews.
- In-depth interviews.
- Projective techniques.
- Collection, preparation and analysis of the data in the qualitative researches.
- Quantitative researches.
- Planning of the work on field.
- Surveys: typology, compare and individualization of the appropriate method.
- Techniques of observation.
- Application of the measure concept and scale to the marketing reasearch.
- Planning and the coding of the questionnaire.
- Collection, preparation and analysis of the data in the quantitative researches.
- Reporting and presentation techniques.
- Formulation and structure of the research report.
- Presentation of the results.