Universidad Pública de Navarra - Nafarroako Univertsitate Publikoa

Module/Subject matter

Model: Marketing Information System.

Subject: Marketing Research.

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Contents

The course is divided into three parts.

Part I. The nature of marketing research.

Part II. Sources of information, scaling and sampling methods.

Part III. Data analysis techniques and marketing research cases.

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Descriptors

Marketing research becomes a core activity in any modern organization. Its purpose is to provide information to reduce uncertainty in decision making.

This subject is taught once students have attended Marketing Management courses. Marketing research provides useful tools for marketing decision making at both long and short term.  Marketing Research must be understood as complementary subject for Marketing Management. It is expected students to have statistical skills.

Marketing research. Secondary information. Qualitative techniques. Quantitative techniques. Sampling. Data analysis. Marketing decisions.

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General proficiencies

Marketing Research provides a bundle of data collection techniques and statistical instruments for data analyses. All of them are useful for market segmentation, product positioning, measuring company image, product design, pricing, swot analysis, measuring brand image, competitors identification, and so on. Theoretical developments are illustrated with real data case analyses.

Competences

172 CE2 SP02 Identify relevant sources of information and their content

172 CE3 SP03 Derive data recognizable relevant information by non-professionals

172 CE5 SP05 Ability to create reports about companies and markets

172 CG1 GP01 Analysis and synthesis skills

172 CG 11 GP11 International Work

172 CG 12 GP12 Skill in personal relationships

172 CG 15 GP15 Ethic behaviour in the job

172 CG 16 GP16 Working in stressful environments

172 CG 17 GP Ability to learn independently

172 CG4 GP04 Oral and written communication in a foreign language

172 CG5 GP05 Developing software knowledge to the corresponding subject

172 CG6 GP06 Ability to analyze and extract information from different source

172 CG GP09 Ability to work in team

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Specific proficiencies

172 CE2 SP02 Identify relevant economic information and its content

172 CE3 SP03 Derive data recognizable relevant information by non-professionals

172 CE4 Apply professional criteria and technical tools to solve business problems

172 CE5 SP05 Issue advisory reports on situations of firms and markets

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Learning outcomes

• R1. To understand the importance of the information and the marketing research in marketing decision making.
• R2. To understand the planning process  and how to execute it
• R3. To be able to plan and execute a marketing research

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Methodology

Activity	Hours
In class		60
Large group (Theory)	28
Small group (Practice)	28
Evaluation test	04
No presential		90
Individual study	50
Case analysis	12
Development of a marketing research (in groups)	25
Assessment	03

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Languages

English.

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Evaluation

Learning outcomes	Valuated activity	Weight (%)	Recoverability
R1 and R2	Written exam	35% (To pass the course it will be necessary to obtain a final grade in the exam of 5 out of 10)	100% recoverable by a written exam
R1, R2 and R3	Development of a marketing research. Other practices / activities	50%	40% recoverable by practices/activities proposed by professors
R1 and R2	Attendance and active participation in the classroom	15%	Not recoverable

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Agenda

PART I. The nature of marketing research

Lecture 1. Marketing research in companies

1.1. The marketing information system.

1.2. Concept of marketing research

1.3. Execution of a marketing research: internal or external execution

1.4. Marketing research in Spain. Current situation and trends.

1.5. Ethical and legal aspects of marketing research

Lecture 2. Marketing research as a process

2.1. Marketing research process

2.2. Error sources in a marketing research

2.3. Marketing research process and new technologies of information and communication

PART II. Sources of information, scaling and sampling methods.

Lecture 3. Secondary information sources

3.1. Internal secondary sources of information

3.2. External secondary sources of information

3.3 Evaluation of secondary sources of information

Lecture 4. Primary information sources: Qualitative sources and observation

4.1. Qualitative techniques

4.1.1. Focus group

4.1.2. Interviews

4.1.3. Projective techniques

4.1.4. Online qualitative techniques

4.2. Observation

Lecture 5. Sampling in exploratory studies

5.1. Sampling basic concepts

5.2. Stages of sampling selection

5.3. Non probability sampling methods

Lecture 6. Primary information sources: surveys

6.1. Surveys. Concept and characteristics.

6.2. Types of surveys by how they are administered

6.2.1. Face to face surveys. Personal surveys.

6.2.2. Surveys with distance to the interviewer. Telephone surveys.

6.2.3. Self-administered surveys. Postal surveys.

6.3. Omnibus surveys

Lecture 7. Measurement and scales of variables

7.1. Conceptual and operational definitions of variables

7.2. Types of scales. Primary scales.

7.3. Types of scales. Comparative and non comparative scales.
7.4. Itemized scales

Lecture 8. Questionnaire design

8.1. Information required by the questionnaire

8.2. Formulation of questions

8.3. Questionnaire structure, sequence and presentation

8.4. Testing a questionnaire

Lecture 9. Sampling and fieldwork in conclusive studies

9.1. Sampling basic concepts

9.2. Stages of sampling selection

9.3. Probability sampling methods

9.4. Planning and supervision of fieldwork

Part III. Data analysis techniques and marketing cases.

Lecture 10. Data analysis

10.1. Prior stages of data analysis. Data coding and questionnaire debug

10.2. Data analysis. Basic considerations for choosing technical data analysis.

10.3. Case studies. Univariate and bivariate analyses

Lecture 11. Presentation of results: the report

1. The report

2. The oral presentation

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Bibliography

Access the bibliography that your professor has requested from the Library.

Rosendo Ríos, V. and Pérez del Campo, E. (2013), Business research methods: theory and practice.

Hair, J.F et al. (2007); Research methods for business.

Malhotra, N. K. (2007), Fundamentals of marketing research.

Saunders, M., Lewis, P. and Thornhill (2003), Research methods for business students.

Chapman, C. and McDonnell, E. (2015), R for marketing research and analytics.

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Location

Campus de Arrosadia.

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