Università Roma Tre

The course is divided into two modules:
1) The first module deals with the themes of research design and qualitative research.
2) The second module deals with quantitative research.

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.

Marketing research represents a crucial source of information for profit and non-profit organizations to develop market sensitiveness and optimize marketing decisions (strategical as well as tactical).
Main course topics are structured as follows:
The quantitative survey
Data analysis: preparation, exploration, interpretation (some multivariate statistical techniques will be presented)
Examples of research applied to specific marketing problems.

Molteni, M., Troilo, G., 2012. Ricerche di Marketing. Egea, Milano.

Marketing research represents a crucial source of information for profit and non-profit organizations to develop market sensitiveness and optimize marketing decisions (strategical as well as tactical).
Main course topics are structured as follows:
The quantitative survey
Data analysis: preparation, exploration, interpretation (some multivariate statistical techniques will be presented)
Examples of research applied to specific marketing problems.

Molteni, M., Troilo, G., 2012. Ricerche di Marketing. Egea, Milano.