- Docente: Giorgio Tassinari
- Credits: 10
- SSD: SECS-S/03
- Language: Italian
- Moduli: Giorgio Tassinari (Modulo 1) Giorgio Tassinari (Modulo 2)
- Teaching Mode: Traditional lectures (Modulo 1) Traditional lectures (Modulo 2)
- Campus: Bologna
- Corso: Second cycle degree programme (LM) in Statistics, Economics and Business (cod. 8876)
Learning outcomes
The student will known and use statistical tecniques for market intelligence: brand choice models, market response models, conjoint analysis
Course contents
I - Brand choice models
Random utility models
Multinomila logit model
IIA assumption
Nested Logit
Probit Model
Case Studies
Readings/Bibliography
I
Franses, P.H., Paap, R. (2001), Quantitative modeling in marketing research, Cambridge University Press.
II
Brasini, S., Freo, M., Tassinari, F., Tassinari, G. (1999), Marketing e pubblicità, Il Mulino, Cap. 6.
III
Brasini, S., Freo, M., Tassinari, F., Tassinari, G. (1999), Marketing e pubblicità, Il Mulino, Capp. 7-8
Hanssens, D.M., Parsons, L., Schultz, R.L. (2002), Market response models: econometric and time series analysis, Kluwer.
Teaching methods
Lectures, exercitations, case studies, group works
Assessment methods
Written exam with tre questions: due theoretical, one on the interpretations of the results of applications of statistical techniques. It is possible for students to substitute "interpretative" answer with a group work.
Teaching tools
Lecture slides, data files, case studies solved.
Office hours
See the website of Giorgio Tassinari
SDGs
This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.