Public University of Navarre

Academic year: 2023/2024 | Previous academic years:  2022/2023  |  2021/2022  |  2020/2021  |  2019/2020 
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

Partes de este texto:


Module/Subject matter

Model: Marketing Fundamentals. Subject: Marketing Research.


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 market research in the decision-making processes undertaken by organizations.

R_MK_08. Understand the process of planning and executing market research.

R_MK_09. Be able to plan and execute market research.



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  


Relationship between formative activities and proficiencies/learning outcomes

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.







Weight (%) It allows
test resit
required grade
R_MK_07, RMK_08 and R_MK_09 Written tests/exams on the teaching material worked during the course. 50% Recoverable with written exam. Minimum required mark: 5 out of 10*
R_MK_07, RMK_08 and R_MK_09 Preparation and resolution of practical activities. Elaboration of marketing research studies. 35% Not recoverable No
R_MK_07, RMK_08 and R_MK_09 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).





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

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



Access the bibliography that your professor has requested from the Library.

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.