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: Gestión de Empresas | |||||
| Lecturers: | |||||
| CORTIÑAS UGALDE, MONICA (Resp) [Mentoring ] | ALARCON LOPEZ, ROCIO [Mentoring ] | ||||
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.
Learning outcomes
RA01: Identify relevant economic information sources for the company and their content.
RA03: Derive relevant information for the company from data that cannot be recognized by non-professionals.
RA14: Understand what marketing is, its most important concepts, and its importance in organizations and the economy.
RA18: Evaluate, based on relevant information records, the situation and foreseeable evolution of a company.
RA20: Plan, organize, and control global management projects or those of the different functional areas of the company.
RA21: Apply policies and practices aimed at improving the effectiveness and efficiency of business management.
RA25: Use personal, social, and methodological knowledge, skills, and abilities to issue advisory reports on specific situations of companies and markets.
RA26: Analyze and solve complex business management problems by applying the knowledge, skills, and competencies acquired.
Methodology
| Activity | Hours | |
| Presential | 60 | |
| Large group (Theory) | 28 | |
| Small group (Practice) | 28 | |
| Evaluation test | 04 | |
| Non presential | 90 | |
| Individual study | 50 | |
| Preparation of individual or group practical activities | 37 | |
| Assessment | 03 | |
Evaluation
| Learning outcome |
Assessment activity |
Weight (%) | It allows test resit |
Minimum required grade |
|---|---|---|---|---|
| Written tests/exams on the teaching material worked during the course. | 50% | Recoverable with a written exam. | Minimum required mark: 5 out of 10* | |
| Preparation and resolution of practical activities. Elaboration of marketing research studies. | 35% | Not recoverable | No | |
| Practical activities and participation in discussion during presential sessions. | 15% | Not recoverable | No |
* If the student does not pass the "Written tests/exams on the teaching material worked during the course", the maximum final mark for the course will be 4,5 (fail).
Agenda
PART I. The nature of marketing research
Lecture 1. Marketing research in companies
Lecture 2. Marketing research as a process
PART II. Sources of information, scaling and sampling methods.
Lecture 3. Secondary information sources
Lecture 4. Primary information sources: Qualitative sources and observation
Lecture 5. Sampling in exploratory studies
Lecture 6. Primary information sources: surveys
Lecture 7. Measurement and scales of variables
Lecture 8. Questionnaire design
Lecture 9. Sampling and fieldwork in conclusive studies
Part III. Data analysis techniques and marketing cases.
Lecture 10. Data analysis
Lecture 11. Presentation of results: the report
Bibliography
Access the bibliography that your professor has requested from the Library.
- Hair, J., Ortinau, D., & Harrison, D. (2021). Essentials of Marketing Research. McGrawHill
- Esteban-Bravo, M, Vidal-Sanz, J. (2021) Marketing Research Methods: Quantitative and Qualitative Approaches , Cambridge University Press
- Babin, Zikmun, W (2015) Essentials of Marketing research, Cengage Learning
- Malhotra, N. K. (2007), Fundamentals of marketing research.
- Chapman, C. and McDonnell, E. (2015), R for marketing research and analytics.