Universitat Internacional de Catalunya
Research Methods
Other languages of instruction: Catalan, Spanish,
Teaching staff
Introduction
Market research is a key component of any business strategy, as it provides the information needed to make well-informed decisions. This course takes a highly practical approach and addresses the main challenges involved in selecting the most appropriate research strategy according to the specific needs of each project.
It covers the design and implementation of quantitative studies applied to different marketing areas, as well as techniques for analysing quantitative data. The course also introduces emerging and innovative methodologies for conducting market research.
By the end of the course, students will have the skills necessary to choose the most suitable market research methodology (as well as the appropriate research provider) in line with business objectives, and to analyse and interpret data from a market research study in order to extract insights that can support business growth.
Pre-course requirements
Understanding of basic marketing terms.
Knowledge of basic statistical concepts.
Objectives
• Understand the role that market research plays in business decision-making.
• Understand and apply the different stages involved in developing a market research study.
• Provide students with the theoretical knowledge and practical tools needed to design and implement quantitative market research (surveys).
• Introduce the main statistical techniques used in marketing analysis and illustrate the benefits each technique offers.
Competences/Learning outcomes of the degree programme
- 28 - To be able to work in another language and use terminology and structures related to the economic-business world.
- 31 - To develop the ability to identify and interpret numerical data.
- 32 - To acquire problem solving skills based on quantitative and qualitative information.
- 33 - To be able to search for, interpret and convey information.
- 36 - To interpret quantitative and qualitative data and apply mathematical and statistical tools to business processes.
- 40 - To be able to choose statistical methods appropriate to the object of analysis.
- 41 - To be able to descriptively summarise information.
- 43 - To acquire skills for using statistical software.
- 59 - To skilfully use software and ICTs.
Learning outcomes of the subject
Be able to produce a research report or article and to analyse quantitative data from market research studies in a rigorous and insightful manner.
Syllabus
• Introduction to quantitative research
• How to write an academic report or article
• Literature review and definition of the theoretical framework
• Survey design and data collection strategies in quantitative studies
• Measurement scales and descriptive statistics
• Randomised Controlled Trials (RCTs)
• Sampling and sample design
• Data preparation, tabulation, and hypothesis testing
• Multiple regression and logistic models
• Factor analysis and cluster analysis
• Oral presentations of results
Teaching and learning activities
In person
• Lectures
• Guest speaker sessions
• Applied practical classes
• Supervision and follow-up sessions for your research project
Evaluation systems and criteria
In person
The assessment of the course will be based on the following criteria:
• Attendance and participation: 10%
• Research topic proposal form: 30%
• Full research project: 30%
• Oral presentation: 30%
These components are designed to evaluate both individual performance and group collaboration, as well as the quality of the research project and the students’ oral communication skills.
If a student does not pass the course in the first assessment period, an additional task set by the teaching staff will be required for the second assessment opportunity.
Bibliography and resources
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)