Subject

Market Research

  • code 12809
  • course 3
  • term Semester 2
  • type op
  • credits 6

Main language of instruction: English

Other languages of instruction: Catalan, Spanish

Teaching staff

Competences / Learning outcomes of the degree programme

  • 11 - To be familiar with the main concepts and theories related to humanity and society.
  • 22 - To be able to identify the nature and behaviour of producers, consumers and investors.
  • 26 - To comprehend and use the basic concepts of marketing and the main sectorial policies and understand the commercial environment in which these companies operate.
  • 34 - To develop the ability to predict situations and anticipate events, as well as be able to recognise and interpret an economic situation within a specific context.
  • 35 - To analyse time series.
  • 52 - To develop interpersonal skills and the ability to work as part of a team.
  • 53 - To acquire the skills necessary to learn autonomously.
  • 54 - To be able to express one’s ideas and formulate arguments in a logical and coherent way, both verbally and in writing.
  • 60 - To acquire knowledge that promotes respect for other cultures and habits.
  • 68 - To develop mechanisms that encourage sensitivity towards social welfare issues.

Syllabus

Part I. General background:  the company-consumer relationship

- Socio-cultural environment

- Key trends, emerging and residuals.

- The company-consumer relationship.

    - The emotional link.

 

Part II. Basic notions of psychology

- Role and task of psychology

- Principal schools

-Psychology and company

- Psychology and consumption


Part III. The role of the "Institut de recerca"

- The role of the researcher. 

- Types of business demand.

  - Manifesto

  - Latent

- Main tasks

- Preparation of project fieldwork and study.


Part IV. The survey process

1. Customer demand.
   - Prepared briefing.

2. The research project.
  - Realization of project.
  - Objectives and methodology.
  - Other aspects: timing, materials, budget, etc..

3. The survey.
  - Fieldwork.
  Focus groups, interviews, mystery shopping, etc..
  - Analysis of results.
  - Development report for the client.
  - Presentation of results.

 

Part V. Quantitative Market Research

- The process of Market Research

- Types of Market Research

- Exploratory, Descriptive and Causal Research

- Ethics in market research


Part VI. Market Research Techniques

- Types of Data

- Questionnaire Design

- Population and sampling

 

Part VII. Advanced Methods

- Regression

- Factor analysis

 

Part VIII. Report preparation and presentation

- Report preparation

- Structure of research report

- Presentation process

Evaluation systems and criteria

In person

The following evaluation system will be applied for the First and the Second sitting.

Attitude and class participation

20%

Continuous evaluation (assignments, exercises, etc.)

30%

*Final exam (composed of two midterm exams)

50%

* The final exam grade will be calculated as follows:

The point values obtained in the mid-course exam of Qualitative Research (Topics I-IV) and the mid-course exam of Quantitative Research (Topics V-VIII).

** In the second sitting the marks obtained in Attitude and class participation (20%), and Continuous evaluation (30%) will be maintained. A new final exam equivalent to 50% will be taken.

To pass the course the student must get at least a 5 in the final exam.

Bibliography and resources

Main Textbook:

-    Gilbert A. Churchill and Dawn Iacobucci (2010), 10th Edition: Marketing Research Methodological Foundations. South-Western Publishing Co. (ISBN-10: 1439081018).

 

Other References:

-    Naresh K Malhotra (2008), 5th Edición: Investigación de Mercados. Pearson/Prentice Hall. (ISBN 10: 970-26-1185-7). Spanish version of the 5th Edition: Marketing research. An applied orientation (2007). Pearson/Prentice Hall. (ISBN 10: 970-26-1185-7).

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