Universitat Internacional de Catalunya

Statistics. Market Research

Statistics. Market Research
6
9269
3
First semester
OB
Management
Estadística. Investigación de Mercados
Main language of instruction: Spanish

Teaching staff


Ms. COLL PARRA, Ignacio - icoll@uic.es

Time to be agreed with the students.
They can request a hearing through ystefanu@uic.es

Introduction

In the event that the health authorities announce a new period of confinement due to the evolution of the health crisis caused by COVID-19, the teaching staff will promptly communicate how this may effect the teaching methodologies and activities as well as the assessment.


Market research is a function of Marketing aimed at helping management nonroutine decisions. In this sense, this discipline is to be understood as a tool in the service of DIRCOM (Director of Communication) who must manage and use to plan, manage and control both their communication plans and the communicative actions included therein.

Market research is the bridge between the experiences, beliefs, experiences and expectations of consumers and the internal reality of the company. It is a bridge built by the service of truthful and objective information to aim DIRCOM on  he's decisions.

Non-routine business decisions, ie those that do not can be taken given the historical data of the company, must necessarily be based on useful information to help the management to minimize the risks of their decision.

Investment in advertising and investment in market research always go hand in hand, so that how much a company invests in advertising, more investment in research Why? So what more investment to more and more important to know if the investment is reporting the expected benefits and we know this only researching the market.

Pre-course requirements

Basics of human communication I
Advertising language
Emotional marketing
Psychology
Marketing

Objectives

With this course students will learn:

The procedure to obtain relevant market information.
1. Select research methods and techniques most appropriate to each situation.
2. Handle own tools of market research.
3. Plan and if necessary carry out or outsource research to enable them to successfully face the decision making inherent in his job.

Competences/Learning outcomes of the degree programme

  • 19 - The ability to memorise
  • 70 - Knowledge and mastery of economic data, statistics and graphs
  • 71 - Knowledge and mastery of principle economic concepts.
  • 72 - Knowledge and mastery of the principle techniques for scientific and journalistic investigation
  • 96 - The ability to objectively analysis reality and the extraction of valid considerations

Learning outcomes of the subject

Following the completion of this course students know how to minimize risk when answering the following questions:

  • How do I identify and how to select specific targets and targeted those who run a media campaign?
  • What communication axes shall govern my Communication Plan and specific advertising campaigns?
  • Where is my target? When it is best to contact them? Where will be more effective to launch my messages?
  • Should I launch this advertising campaign? is it undertandable, is valued positively, is remembered?
  • What was the ROI of my campaign? My audience has received my message? Did them understand it? Do they liked it?
  • When should I re-launch an advertising campaign?
  • The answer to these questions will finally give the DIRCOM, market research will have helped by providing useful information.

Syllabus

1. Introduction to market research

  • What is market research?
  • Who investigates?
  • Why you should research a DIRCOM?
  • Types of market research
  • The industry of marketing research

Item 2. Phases of a research process

  • previous analysis
  • Definition of objectives
  • Definition of the universe under study
  • Choice of methodology and research techniques
  • sample selection
  • Field work
  • Results Report

Item 3. Information sources

  • internal sources
  • Secondary external sources
  • primary external sources

Item 4. Definition of objectives

  • communicative goals vs. Research objectives
  • Formulating objectives
  • The importance of the objectives

Item 5. Universe under study

  • Definition of the universe
  • The figure of the informer subject

Item 6. Research methodologies

  • Qualitative vs quantitative methodology Methodology
  • Qualitative research techniques
  • Group dynamics
  • Personal interview
  • Delphi studies
  • Netnografías
  • Text Analytics
  • Quantitative research techniques
  • passive measurement
  • surveys
  • neuromarketing
  • Big Data

Item 7. The sample selection

  • The concept of sample
  • Methods of sample selection
  • The sample size
  • Sample the universe

Item 8. Fieldwork

  • Design pattern
  • Questionnaire design
  • Collecting information
  • Surveying programs
  • panels
  • The information processing
  • Speech analysis
  • statistical treatment
  • The presentation of results

Teaching and learning activities

In person



The classes will combine theoretical presentation, presentation of real examples and practical exercises.

The distribution of activities is as follows:

Matter

ECTS

CM

MP

SE

CO

Statistics and market research

6

26

6

20

8

 

26 hours go to the exposure of theoretical concepts that students must handle.

6 hours of Meeting Point where 3 guests will present real cases of research and the latest tools and procedures applied to advertising research.

20 hours seminar intended for students to perform exercises and practical work, learn to use research tools and will present the results of their research.

Finally reserve 8 hours for student personal tracking.

TRAINING ACTIVITYECTS CREDITS
Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students.
2.6
Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc.
0.6
Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups.
2
Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested.
0.8

Evaluation systems and criteria

In person



The evaluation consists of:

  • Exercises and case studies to be undertaken during the hours devoted to seminary. The middle note of exercises and case studies representing 20% of the final grade.
  • Conducting a research project. It accounts for 80% of the final grade.

In all cases, correcting the spelling rules of the institution applies.

The final grade is the weighted average of the project and case studies note.

Pursuant to institutional rules, it is necessary to attend 80% of classes in order to take the exam.

Bibliography and resources


Students will be given at the beginning of class the following documentation:

  • Material support theoretical exposition, consisting of slides that the teacher will use for these sessions.

Basic bibliography:

Valderrey Sanz, Pablo. Investigación de mercados. Starbook Editorial (2010)

Linkografía:

www.estudiosmercado.com

http://www.netquest.com/es/blog/

http://www.aedemo.es/blog/

http://blogs.tnsglobal.com/marca_comunicacion/?wref=bif

http://blogs.tnsglobal.com/innovacion/

http://blogs.tnsglobal.com/demoscopia/?wref=bif

http://blogs.tnsglobal.com/cualitativo/?wref=bif

http://blogs.tnsglobal.com/blog_experiencias/?wref=bif

Bibliografía complementaria:

Uwe Flick. Introducción a la investigación cualitativa. Morata (2012)

Tim Rapley. Los análisis de la conversación, del discurso y de documentos en investigación cualitativa. Morata (2014)

Steiner Kvale. Las entrevistas de investigación cualitativa. Morata (2011)

Marcus Banks. Los datos visuales en investigación cualitativa. Morata (2010)

Graham Gibbs. El análisis de datos cualitativos en investigación cualitativa. Morata (2012)

Rosaline Barbour. Grupos de discusión en investigación cualitativa. Morata (2013)

Michael Angrosino. Etnografía y observación participante en investigación cualitativa. Morata (2012)

VVAA. Valores y estilos de vida de los consumidores. Cómo entenderlos y medirlos. Pirámide (2009)

Báez, Juan. Investigación cualitativa. ESIC (2007)

Pedret, Camp y Sagnier. La investigación comercial como soporte del Marketing. Colección Management Deusto. (2006)

Grande Esteban, Ildefonso y Abascal Fernández, Elena. Fundamentos y técnicas de Investigación Comercial (Octava edición). Esic editorial. (2006)

Grande, Ildefonso y Abascal, Elena. Análisis de encuestas. ESIC (2005)

Fernandez Nogales, Ángel. Investigación y técnicas de mercado (2ª edición). Esic editorial. (2004).

Lobato Gómez , F. y López Luengo, M.A. Investigación comercial: gestión comercial y marketing. Paraninfo (2004).

Teaching and learning material


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