Universidad Pública de Navarra - Nafarroako Univertsitate Publikoa
Public University of Navarre
| Course code: 174605 | Subject title: MARKETING RESEARCH | ||||
| Credits: 6 | Type of subject: Mandatory | Year: 3 | Period: 2º S | ||
| Department: | |||||
| Lecturers | |||||
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 a complementary subject for Marketing Management. Students are expected to have statistical skills.
Marketing research. Secondary information. Qualitative techniques. Quatitative techniques. Sampling. Data analysis. 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
- R1. To understand the importance of information and marketing research in a 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
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 | 12 | |
| Development of a marketing research (in groups) | 25 | |
| Attendance to professor's office hours | 3 | |
Relationship between formative activities and proficiencies
| Acedemic activity | Competences |
| Case analysis | SP02, SP04, SP05, GP01 |
| In group marketing research | SP02, SP03, SP04, SP05, GP01, GP04, GP05, GP06E04, CE05, GP12, GP15, GP17 |
| Case presentation. | GP01, SP05, GP04, SP03 |
| Evaluation of theory and practice | CG01, GP04 |
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. Preparation and resolution of the practical activities proposed. | 50% | 40% recoverable by practices/activities proposed by professors |
| R1 and R2 | Attendance and active participation in the classroom | 15% | Not recoverable |
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.
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.
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 tecniques 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
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.
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.