Public University of Navarre

Academic year: 2019/2020 | Previous academic years:  2018/2019  |  2017/2018  |  2016/2017  |  2015/2016 
International Double Bachelor's degree in Economics, Management and Business Administration at the Universidad Pública de Navarra
Course code: 176806 Subject title: MARKETING RESEARCH
Credits: 6 Type of subject: Mandatory Year: 4 Period: 2º S
Department: Gestión de Empresas

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Module/Subject matter

Model: Marketing Fundamentals. Subject: Marketing Research.



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 a complementary subject for Marketing Management. Students are expected to have statistical skills.

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


General proficiencies

GP01 - Analysis and synthesis skills

GP04 - Oral and written communication in a foreign language

GP06 - Ability to analyze and extract information from different sources

GP09 - Ability to work in team

GP14 - Critical and self-critical capacity

GP15 - Ethic behaviour

GP17 - Ability to learn independently

BC3 - That students have the ability to gather and interpret relevant data (usually within their area of study) to make judgments that include a reflection on relevant social, scientific or ethical issues.


Specific proficiencies

SP02 - Identify relevant economic information and its content

SP03 - Derive from the data information relevant to the company that cannot be recognized by non-professionals

SP04 - Apply professional criteria and technical tools to solve business problems

SP05 - Issue advisory reports on specific situations of companies and markets

SP18 - Develop marketing policies that improve knowledge of the needs of consumers and raise their level of satisfaction


Learning outcomes

R_MK_07. Understand the importance of information and marketing research in the decision-making processes undertaken by organizations.

R_MK_08. Understand the process of planning and executing a marketing research.

R_MK_09. Be able to plan and execute a marketing research.



Activity Hours
Presential   60
Large group (Theory) 28  
Small group (Practice) 28  
Evaluation test 04  
Non presential   90
Individual study 50  
Case analysis 12  
Development of a marketing research (in groups) 25  
Assessment 03  


Relationship between formative activities and proficiencies

Formative activity Proficiencies
Readings GP01, GP04, GP17.
Preparation, resolution and discussion of practical activities (cases, exercises, ...) GP01, GP04, GP06, GP09, GP14, GP15, GP17, BP03, SP02, SP03, SP04, SP05, SP18.
Preparation of reports GP01, GP04, GP06, GP09, GP14, GP15, GP17, BP03, SP02, SP03, SP04, SP05, SP18.
Oral presentations GP01, GP04.
Tests and exams GP01, GP04, GP15, GP17, SP02, SP03, SP04.






Learning outcome Evaluation Activity Weight (%) Recoverability
R_MK_07, RMK_08 y R_MK_09 Written tests/exams on the teaching material worked during the course. Final written exam. Minimum required mark: 5 out of 10. 40% 100% recoverable by a written exam.
R_MK_07, RMK_08 y R_MK_09 Practices Preparation and resolution of practical activities. Elaboration of a marketing research. 45% 25% recoverable with a job proposed by the teachers
R_MK_07, RMK_08 Active participation   15% Not recoverable.



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.



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.

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



Acceda a la bibliografía que su profesor ha solicitado a la Biblioteca.

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

Malhotra, N.K. (2017), Marketing Research, an applied approach (5th edition).

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

Hair, J.F. et al. (2017); Essentials of Marketing Research.

Rosendo Ríos, V. and Pérez del Campo, E. (2013), Business research methods: theory and practice. Burns, Veeck and Bush (2017); Marketing Research.

Feinberg, Kinnear and Taylor (2013); Modern Marketing Research, Concepts, Methods and Cases.

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

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



Campus de Arrosadía.