Public University of Navarre

Academic year: 2024/2025 | Previous academic years:  2023/2024  |  2022/2023  |  2021/2022  |  2020/2021 
Double Bachelor's degree in Management, Business Administration and Law (international program) at the Universidad Pública de Navarra
Course code: 177822 Subject title: MARKETING RESEARCH
Credits: 6 Type of subject: Mandatory Year: 5 Period: 2º S
Department: Gestión de Empresas
CORTIÑAS UGALDE, MONICA (Resp)   [Mentoring ] ARCE URRIZA, MARTA   [Mentoring ]

Partes de este texto:


Module/Subject matter

Marketing / Marketing Fundamentals



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.


General proficiencies

Not applicable.


Specific proficiencies

Not applicable.


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.



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  
Asessment 03  




Weight (%) It allows
test resit
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).





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.

  • 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.






Campus de Arrosadía.