|Course code: 176806||Subject title: MARKETING RESEARCH|
|Credits: 6||Type of subject: Mandatory||Year: 4||Period: 2º S|
|Department: Gestión de Empresas|
|ARCE URRIZA, MARTA (Resp)||MARCOS MATÁS, GUSTAVO|
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.
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.
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
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.
|Large group (Theory)||28|
|Small group (Practice)||28|
|Development of a marketing research (in groups)||25|
|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
4.1.3. Projective techniques
4.1.4. Online qualitative techniques
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
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.