Università Roma Tre

MARKETING RESEARCH AND MARKETING INFORMATION SYSTEM
THE PROJECT DESIGN
EXPLORATIVE RESEARCH AND THE COLLECTION OF FIELD DATA: IN-DEPTH INTERVIEW & FOCUS GROUP
QUANTITATIVE RESEARCH: OBSERVATION
CONTENT ANALYSIS
QUANTITATIVE RESEARCH: SURVEY
QUANTITATIVE RESEARCH: HYPOTHESES AND THEIR TESTS
SEGMENTING MARKETS: FACTOR AND CLUSTER ANALYSES
POSITIONING: DISCRIMINANT ANALYSIS & CORRESPONDENCES ANALYSIS
EXPERIMENTAL DATA ANALYSIS TECHNIQUES: T-TEST, CHI-SQUARE, ONE-WAY ANOVA, TWO-WAY ANOVA, MAIN EFFECT, INTERACTION EFFECTS
CONJOINT ANALYSIS

One of two books of your choice:

1) Molteni L., Troilo G., Marketing Research, II edition, McGraw-Hill

2) Malhotra N.K., 2009, Marketing Research. An Applied Orientation, Pearson.