AIMS OF THIS SUBJECT / OBJETIVOS DE ESTA ASIGNATURA:

To introduce the students with the marketing research process, stressing

very specially on the first steps. To understand some guidelines about the

use of marketing information as a valuable resource for the company.

SPECIFIC COMPETENCES:

To get the necessary knowledge and abilities in order to gather and use information as a resource for finding-out business

opportunities.

To become aware of the value of information as a valuable resource for the enterprise.

GENERIC COMPETENCES:

To gain abilities in order to apply correctly the data-gathering techniques taught in this subject.

Unit 1: The Marketing Information System and Marketing Research

Unit 2: The management of marketing information in a company

Unit 3: Qualitative techniques for data gathering and analysis

Unit 4: Quantitative data-gathering techniques

Unit 5: Questionnaire preparation

Unit 6: An introduction to sampling

Unit 7: The field-work, Preparation of data and Analysis of results

Lessons given by the teacher in the classroom.

Complementary group-reports.

Educational activities during class-hours.

• Continuous Assessment System
• Final Assessment System
• Tools and qualification percentages:
  • Realization of Practical Work (exercises, cases or problems) (%): 25
  • Team projects (problem solving, project design)) (%): 25
  • Examen final (%): 50

Continuous assessment is 50% of the grade and the final grade is 50% of the mark. In order to pass the course, it will be necessary to pass both forms of evaluation with at least 50% of the maximum mark in each.



Failure to take part in the tests will result in the waiver of the corresponding Call and will be recorded in the records as Not Presented.



In accordance with Art. 8-3 of the "Acuerdo de Gobierno 15 de Diciembre del Consejo de Gobierno de la UPV/EHU", establishing the basic rules of the evaluation process, "in any case, students will have the right to be evaluated through the final evaluation system, regardless of whether they have participated or not in the continuous evaluation system.

To this end, students must submit in writing to the faculty responsible for the assignment of the relinquishment to the continuous evaluation, for which they will have a period of 9 weeks."



Note: In case that, because of the covid-19 situation and decision of the university, a face-to-face evaluation and written examination would not be possible, the examination will take place online.

All students who submit to the second or successive calls, including the extraordinary, will be able to access the final exam at 100% of the grade. Further guidance and details will be given in this school year regarding this particular situation.

More guidance and details will be given in this period on this point

To have a more specific idea about the contents of the course program, you can access in Open CourseWare through the following link:
'Marketing Research: An Introduction' [2013/12] [English]
http://ocw.ehu.es/course/view.php?id=229

Basic bibliography

AAKER, D.; KUMAR, V. DAY, GS. & LEONE, R.: Marketing Research, Tenth Edition, John Wiley & Sons, 2013.

Luque Martínez, Teodoro: Investigación de marketing 3.0, 2017.

Grande , Ildefonso, Abascal, Elena: Fundamentos y técnicas de investigación comercial, (13ª ed.), Esic (Madrid), 2017.

MALHOTRA, N.K.; BIRKS, D.F.: Marketing Research. An Applied Approach, 4th European Edition, Prentice Hall (Harlow, England), 2012.

Merino Sanz, María Jesús, Teresa Pintado Blanco: La Investigación De Mercados: Claves para Conocer Los Insights Del consumidor (1 edición), 2020.

ZIKMUND, William G. (2010): Business Research Methods, 8Th Edition, Mason, OH: South-Western.

In-depth bibliography

HAIR, Joseph , BLACK, William, BABIN, Barry J & ANDERSON, Rolph E. (2010): Multivariate Data Analysis, 7th Edition, Prentice Hall.

Web addresses

http://ocw.ehu.es/course/view.php?id=229