Università Roma Tre

Module 1. Introduction to Sustainable Marketing and Marketing Research
• Fundamentals of sustainable marketing
• The role of data and research in sustainability
• Types of research (exploratory, descriptive, causal)

Module 2. Research Ethics and Data Quality
• Ethics in marketing research and social impact
• Bias, greenwashing, and transparency
• Validity, reliability, and replicability

Module 3. Data Collection Methods for Sustainable Marketing
• Questionnaire design and measurement scales
• Conceptual and statistical validation of measures
• Introduction to Likert, semantic differential, and other scale types

Module 4. Factor Analysis (EFA and PCA)
• When and why to use factor analysis
• Factor extraction, rotation, and interpretation
• Application with SPSS: building valid measurement scales

Module 5. Experiments in Sustainable Marketing
• Causal logic: independent, dependent, and control variables
• Between-subjects and within-subjects designs
• Randomization and realistic manipulations

Module 6. Experimental Data Analysis: t-tests and ANOVA
• Independent and paired samples t-tests
• One-way and factorial ANOVA
• Interpretation of results in SPSS and strategic implications

Module 7. Regression and Predictive Models
• Simple and multiple linear regression
• Interpreting coefficients, VIF, and R²
• Building predictive models for sustainability-focused insights

Module 8. Integrated Qualitative Methods
• Interviews, focus groups, and thematic analysis
• How to triangulate qualitative and quantitative data
• Hands-on practice with thematic coding

Module 9. Applications: Final Research Project Development
• From theory to practice: designing a complete research project
• Personalized support for data analysis and report writing
• Final presentation of individual or group research projects

Main Textbook
1. Malhotra, N., Nunan, D., & Birks, D. (2020). Marketing Research: An Applied Approach (5th ed.). Pearson.
Evaluation
• Active participation and labs: 20%
• Midterm test on SPSS and statistical techniques: 30%
• Final individual or group research project with presentation: 50%

Malhotra, N., Nunan, D., & Birks, D. (2020). Marketing Research: An Applied Approach (5th ed.). Pearson.