The course offers an overview of the process of conducting opinion and market studies in three central components: desk research, regular studies and ad hoc studies. A

t the end of the course Students are expected to (i) conduct their own desk research, autonomously, (ii) to know the main regular studies available in the market and (iii) to understand the overall process of preparation and structuring of an ad hoc market research project, including the briefing and the preparation of a proposal.