AIMS



Marketing research enables organizations to learn about consumers and markets, helping them to identify potential opportunities in the market and make strategic decisions that support and sustain their competitiveness.



This course builds on the first-semester subject “Marketing research: Introduction”, however, the subject is developed in a way that, because of the strongly applied orientation of the course, students can also successfully take part without prior knowledge of Marketing research.



This course widens and deepens the student’s capacity to apply marketing research methods and analysis techniques to resolving practical questions and situations in consumer research and marketing management, related to consumer motivations, market segmentation, brand positioning, among others.

SPECIFIC ABILITIES AND COMPETENCES

This course provides students with knowledge about the application of marketing research methods and develops students’ skills to identify appropriate marketing research techniques to design and implement marketing research projects that solve marketing problems. Students will acquire knowledge of statistical software to analyze marketing data and learn how to interpret statistical output to make marketing decisions and present their results and conclusions through oral and written communication.



On successful course completion, students will be able to:



CA1. Apply marketing research concepts and techniques to solve marketing problems in collaboration both as an individual and as a group.

CA2. Use statistical software to analyze marketing information and critically interpret the results

CA3. Being able to communicate findings and conclusions orally and in writing to effectively support marketing decisions.



These specific skills of the subject are related to the learning skills of module M03: Marketing: M03CM02, M03CM04; M03CM06, M03CM07. In addition, the project assignment of the course develops skill M03CM11: capacity for development, creativity, innovation, and entrepreneurial spirit.

1. Marketing research: Process, methods, and techniques

2. Marketing research applied to marketing decisions

3. Market research: Experimental designs

3. Market segmentation

4. Marketing research tools for image and positioning analysis

In order to achieve the proposed skills, the following pedagogical methods and tools are used in combination:

- Lectures

- Lab exercises.

- Case studies

- Problem-based learning

- Project-based learning. To promote active learning, autonomy, and involvement, the students will develop a project (both individual and team-work, partially during seminars and as homework).

- Group assignments of practical exercises.

- Seminar assignments and presentations

- Online support and/or lectures via the eGela platform



This course encourages teamwork, as well as oral and written expression in English.

• Continuous Assessment System
• Final Assessment System
• Tools and qualification percentages:
  • Written test to be taken (%): 50
  • Realization of Practical Work (exercises, cases or problems) (%): 20
  • Team projects (problem solving, project design)) (%): 30

The evaluation system of this course is a mixed evaluation with a written final exam (50% of the final evaluation, 5 of 10 points) and the evaluation of the practical contribution of the student based on a team project (50% of the final evaluation, 5 of 10 points).



The student needs to obtain a total of 5 points to pass the course. It will be necessary to pass both forms of evaluation with at least 50% of the maximum mark in each.



Students who do not wish to be evaluated by continuous assessment may renounce it, communicating their choice through an email to the lecturer. The deadline for this resignation is week 9 of the classes.

The student will be evaluated, in this case, by a final exam over 10 points.

The student has two assessment options for the extraordinary examination:



a) Students who have obtained points in the continuous assessment of practical work during the course can opt for the same evaluation system as in the prior ordinary examination with a written exam over 5 of 10 points. The points obtained for the continuous assessment of practical work will be added to the score achieved in the exam.



b) A final exam with a 100% evaluation of the subject (10 of 10 points).

Lecture slides and other didactic materials provided to the students via the eGela platform.

Basic bibliography

Malhotra, Naresh K. (2019), Marketing Research: An Applied Orientation, Global Edition 7th Edition, Pearson.



Lowe Ben, Hume Winzar, Barry Babin, Steve D'Alessandro, William Zikmund (2020), Marketing Research, Cengage.



Kirkpatrick & Feeney (2016), A Simple Guide to IBM SPSS Statistics - version 23.0, Cengage.

In-depth bibliography

Hair, Joseph F., Rolph E. Anderson, Barry J. Babin, William C. Black (2018), Multivariate Data Analysis, Cengage.

Journals

Journal of Marketing Research
Journal of Consumer Research
International Journal of Research in Marketing

Web addresses

https://scholar.google.es/