Universidad Pública de Navarra - Nafarroako Univertsitate Publikoa
Public University of Navarre
| Course code: 176806 | Subject title: MARKETING RESEARCH | ||||
| Credits: 6 | Type of subject: Mandatory | Year: 4 | Period: 2º S | ||
| Department: Business Administration | |||||
| Lecturers: | |||||
| GRANDE ESTEBAN, ILDEFONSO [Mentoring ] | |||||
Contents
The course is divided into three parts.
Part I. The nature of marketig research.
Part II. Sources of information, scaling and sampling methods.
Part III. Data analysis tecniques and marketing research cases.
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. Quatitative techniques. Sampling. Data analisys. Marketing decisions.
General proficiencies
Marketing Research provides a bundle of data collection techniques and statisticals 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 foreing language
172 CG5 GP05 DEveloping software knowledge to the corresponding subjet
172 CG6 GP06 Ability to analyze and extract information from different source
172 CG GP09 Ability to work in team
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
Learning outcomes
- To understand the importance of the information and the marketing research in a marketing decision making.
- To understand the planning process and how to execute it
- To be able to plan and to execute a marketing research
Methodology
| Activity | Hours |
| In class | 60 |
| Large group (Theory) | 28 |
| Small group (Practice) | 28 |
| Evaluation test | 4 |
| No presential | 90 |
| Individual study | 50 |
| Case analysis | 20 |
| Reporting | 17 |
| Assessment | 3 |
Evaluation
To pass the subject students must reach 50 % of the global grade in a written exam. Students can recover their grades.
In group or individual activities , 50 % of the global grade: 30 % individual practices and 20 % in group practices
Students can recover the 40 % of third part in the final exam.
Active participation in the class room 15%. Students can not recover their grades of these part.
|
Results |
Valuated activity |
|
To understand how important is information in marketing research process and in marketing decision making |
Written exam Individual practices |
|
To understand the MR process |
Written exam. Individual and written exam |
|
To be able to plan and to execute a marketing research process |
Individual and in group practices Participation in the classroom |
Agenda
PART I.
Lecture 1. The nature of marketing research
1. Marketing information system.
2. What is marketing research ?
3. Stages of marketing research
4. Planning marketing research
5. The marketing research department and the company
6. Some difficulties for adopting marketing research
7. Internal or external marketing researach
8. Guidelines for hiring marketing research
PART II. Sources of information, scaling and sampling methods.
Lecture 2. Sources of information (I). Qualitative sources.
1. Sources of information. Concepts and classes.
2. Characteristics of the sources of information.
3. Qualitative sources of information.
Lecture 3. Sources of information (II). Quantitative sources.
1. Fuentes cuantitativas: clases
2. Databases.
3. Consumers panels. aneles
4. Retailers panels.
5. Audience panels.
6. Databases and panels valuation.
7. Surveys.
Lecture 4. Causal designs
1. Chance and experimentation
2. Experiment conditions
3. Extraneous variables
4. Experiments design
5. Laboratory experiments
6. Preexperimental design
7. True experimental design
Lecture 5. Data collection forms. Questionnaire.
1. What is a questionnaire?
2. Questionnaire design.
3. Type of questionnaires
4. Forms of response
5. Rules for building a questionnaire
6. Questionnaire sequence and structure
7. Testing a questionnaire
Lecture 6. Scales of measurement
1. What is a scale of measurement ?
2. Types of scales
3. Primary scales
4. Comparative scales
5. Non comparative scales
6. Itemized scales
7. Scales reliability
8. Scales validity
9. Scales assessment
Lecture 7. Sampling methods
1. Key concepts
2. No-random sampling
3. Sampling errors
4. Nature of random sampling
5. Case analyses
Part III. Data analysis tecniques and marketing cases.
Lecture 8. Data analysis (I).
1. Data coding and questionnaire debug
2. Univariate analyses
3. Bivariate analyses
4. Some useful statistical tests
5. Case studies
Lecture 9. Data analysis (II). Multivariate analyses (I). Dependence methods.
1. Regression analysis
2. Conjoint analysis
3. Logit models
4. Segmentation techniques
5. Discriminant analysis
6. Case studies
Lecture 10. Data analysis (III). Multivariate analysis (II). Independence methods
1. Why independence methods ?.
2. Principal component analysis.
3. Correspondence analysis.
4. Multiple correspondance analysis.
5. Cluster analysis. Case studies.
Lecture 11. Writing reports
1. Report structure.
2. Case study
GROUP RESEARCH GUIDELINES.
1. FORMULATE DE PROBLEM. Students must analyse and identify the reasons and environmental conditions underlying that can explain the problem and justify the utility of the research.
2. DETERMINE RESEARCH DESIGN. Secondly, determine objetives. Sources of information, data analysis techniques and research design go hand in hand. They depend of how much is known about the problem and the goal of the research.
At this stage search for information in the Internet, books, journals, magazines, and son on.
3. QUESTIONNAIRE DESIGN. Students must develop a questionnaire to collect the required data for the research, according the objectives.
4. FIELD RESEARCH. Design sampling methods, sample size, questionnaire codes, individuals location procedures, and so on.
5. DATA COLLECTION AND DATA ANALYSES. Justify the selected statistical methods for data analyses.
6. FINAL REPORT
· Main report extension is limited to 30 pages.
· Include the following sections:
· Content table in detail, of text, charts, figures and other displays.
· Bibliography may be cited at foot page or at the end of the report. Cite consulted bibliography refereeing articles, other reports, statistical information, and so on.
· Appendix.
· GROUP RESEARCH IS COMPULSORY. NO STUDENT CAN PASS THE EXAM IF EMPIRICAL RESEARCH IS NOT UNDERTAKEN.
· STUDENTS ASSUME JOINTLY THE CONTENT OF THEIR RESEARCH. THIS IS IMPORTANT. ILLEGALLY COPYING MEANS INMEDIATE FAIL OF THE SUBJECT.
Bibliography
Access the bibliography that your professor has requested from the Library.
Rosendo, V. y Enrique Pérez del Campo (2013). Business Research Methods. Esic 2013.