QUANTITATIVE METHODS FOR SEGMENTATION AND POSITIONING

This is a compulsory course that provides statistical research metthds marketing evaluation and data collection statistical techniques, surveys on consumer behavior to understand market problems.
The course provides an introduction to some multivariate statistical methods for market segmentation and product positioning (Cluster Analysis and Principal Component Analysis).

1. Knowlwdge and understanding
1.1 Ability to collect and summarise qualitative and quantitative marketing data;
1.2 Ability to reduce data matrix dimensionality

2. Applying knowlwdge and understanding:
2.1 Ability to manipulate big data;
2.2 Ability to make market segmentation;
2.3 Ability to profile consumer segments.

3. Making judgement:
3.1 Ability to evaluate and compare different market segmentation techinques.

Knowledge of descriptive and inferential statistical techniques.

1. Data matrix.
2. Principal Component Analysis.
3. Cluster Analysis.
4. Checking statistical reliability of the results.
5. Applications.

Zani S. e Cerioli A. (2007). Analisi dei dati e data mining per le decisioni aziendali. Milano: Giuffrè

Grading is based on a final written and oral exam.
Written proof is based on 2/3 questions each with its own score. The time available will be 2 hours. The exam is closed-notes and closed-book.
Oral proof is a discussion of the written proof.

Lectures, exercises and tutorials.

Italian

Accessibility, Disability and Inclusion

Accommodation and support services for students with disabilities and students with specific learning impairments



Ca’ Foscari abides by Italian Law (Law 17/1999; Law 170/2010) regarding support

services and accommodation available to students with disabilities. This includes students with

mobility, visual, hearing and other disabilities (Law 17/1999), and specific learning impairments (Law 170/2010). If you have a disability or impairment that requires accommodations (i.e., alternate testing, readers, note takers or interpreters) please contact the Disability and Accessibility Offices in Student Services: disabilita@unive.it.

written and oral