Not required.

Skills to be acquired General skills: *CG2: Effective knowledge of other disciplines / techniques used in Marketing and Market Research. *CG7: Ability to critical analysis and synthesis. Specific skills: *CE4: To learn the qualitative and quantitative tools for market research, to choose and apply the most appropriate technique to every problem, and understand the potential of computer tools in this area. *CE5: To understand and use statistics and econometrics tools to analyze data and marketing problems through scientific models, using appropriate software.

-Design of experiments in market research. -Analysis and modeling of consumer preferences using "conjoint analysis". -Development of "perceptual maps". -Techniques for studying demand segmentation. -Structural models with latent variable and its application to measure consumer attitudes.

Classes may involve lectures, small group exercises, case analyses and discussions. The lectures will serve to establish the conceptual foundations. Practical classes are designed so that students can develop skills and abilities required properly established. Student contributions are an important part of the course. Students are expected to read assigned materials for each class; attend class, participate and contribute to discussions.