Empirical surveys and causal experiments in consumer research
The course provide students with the understanding of empirical/descriptive and experimental consumer analysis. At the end of the classess students will have the basical tools to estimate consumers' perception of a retail products and to propose and construct a PC experiment aimed at changing consumers' opinion to a retail product. The course includes a theoretical and a practical part in the PC lab using the Qualtrics XM software (creation of on-line survey and experiments) and SPSS (data analysis) through a case study focusing on food of animal origin. The examinations consist in the evaluation of a group assignment including: (1) the development an original research idea; (2) the creation of an on-line questionnaire on Qualtrics; (3) the collection of original data; and, (4) the analyzis of the data.
Modalità di valutazione
Giudizio di approvazione
Giudizio di valutazione