QUANTITATIVE METHODS FOR SEGMENTATION AND POSITIONING

This is a compulsory course that provides statistical research methods 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: multivariate regression analysis, principal components analysis and cluster analysis.

1. Knowledge and understanding:
1.1 Ability to collect and summarise qualitative and quantitative marketing data

2. Applying knowledge and understanding:
2.1 Ability to run regression and classification analysis
2.2 Ability to make market segmentation

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

Students are assumed to be able to apply their knowledge and understanding about the concepts and methods concerning descriptive and inferential statistics.

1. Data matrix.
2. Multivariate regression analysis and classification
3. Principal components analysis and cluster analysis
4. Applications

Notes, slides, data and other material necessary to follow lectures.
Textbook:

Antonio de Lillo, Gianluca Argentin, Mario Lucchini, Simone Sarti, Marco Terraneo, Analisi Multivariata per le Scienze Sociali, Pearson Education
Mario Mazzocchi, Statistics for Marketing Research, SAGE Publications Ltd
Trevor Hastie, Robert Tibshirani, Jerome Friedman, The Elements of Statistical Learning: Data Mining, Inference, and Prediction.

Grading is based on a final written exam.

Lectures, exercises and tutorials.

Italian

1. Students should register in the related course web page of the university e-learning platform moodle.unive.it

2. 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.

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