Universitat Internacional de Catalunya
Market Research and Consumer Behaviour
Other languages of instruction: English, Spanish,
Teaching staff
Email.
Introduction
Market research is a role within Marketing, the aim of which is to help managers to take non-routine decisions. In this sense, this discipline is a tool at the service of the Communications directors, who must manage and use it to plan, manage and oversee their communication plans and the communication actions included in them.
Market research is the bridge between the experiences, beliefs and expectations of consumers and the internal reality of the company. It is built by means of truthful and objective information to be used for the decisions that the individuals responsible for marketing in an organisation must take.
Non-routine business decisions, i.e. those that cannot be made taking into account the company’s historical information, must necessarily be based on useful information that helps the manager to minimise the risks of their decision.
Investment in advertising and investment in market research always go hand in hand, i.e. the more a company invests in advertising, the more it invests in research. Why? Well, because the higher the level of investment, the more important it is to know if that investment is yielding the expected benefits and the only way to know this is by researching the market.
Pre-course requirements
No.
Objectives
- To understand the process of obtaining relevant market information.
- To select the most appropriate market research methods and techniques according to the research objectives and context.
- To use market research tools to collect, analyse, and interpret data.
- To plan, design, and manage market research projects, including conducting research directly or coordinating external research, in order to support informed professional decision-making.
Competences/Learning outcomes of the degree programme
- CN03 - Identify the key stakeholders, departments and professional roles within advertising and public relations agencies, understanding their functions in the design and implementation of communication campaigns.
- CN05 - Recognise the principal artificial intelligence tools with applications in advertising, marketing and public relations.
- CN07 - Identify emerging trends in digital communication, social media and interactive environments for planning advertising and public relations activities in digital and multi-platform contexts.
- CP01 - Work effectively in professional advertising and public relations teams, adapting to multidisciplinary and changing environments.Work effectively in professional teams involved in audiovisual production, adapting to multidisciplinary and changing environments.
- CP02 - Communicate persuasive arguments orally and in writing in Catalan, Spanish and English, demonstrating strong skills in summarising and memorisation.
- CP08 - Manage corporate communication budgets and advertising and public relations campaigns, optimising resources and drawing on a broad understanding of the economic context and the advertising and public relations industry.
- HB05 - Use advertising language and narrative techniques to develop persuasive messages for advertising and public relations campaigns.
- HB12 - Use specialised English terminology in advertising and public relations.
Learning outcomes of the subject
After completing this course, students will be equipped to:
- Implement a scientifically rigorous research process.
- Understand the different types of market study.
- Understand the different methodological approaches and the respective techniques applied to research.
- Determine and describe the population under analysis, as well as quantify its size.
- Develop the measuring instrument, both qualitative and quantitative.
- Analyse and communicate the results of the investigation to the relevant audiences.
- Decide the core communication on which to base a Communication Plan, as well as the specific advertising campaigns.
- Decide whether to launch an advertising campaign based on: its degree of notoriety, understanding, assessment and associated persuasion.
Syllabus
Topic 1. Introduction to market research
1.1 Commercial research and Marketing
1.2 Conceptualisation and characteristics of Market Research (MR)
1.3 Functions of MR
1.4 Requirements of MR
1.5 The market players of MR
1.6 Areas of market research
1.7 Stages of the Research Process: Definition of the research problem and study objectives, Selection of research methodology and techniques, Definition of the universe under study, Sample selection, Field work, Report and communication of the results.
Topic 2. Establishing research objectives and selection of information sources
2.1. Formulation of the problem to be investigated and its conversion into research objectives. Communication objectives vs research objectives.
2.2. Definition and classification of information sources
2.2.1. Primary Internal Sources
2.2.2. Secondary Internal Sources
2.2.3. Primary External Sources
2.2.4. Secondary External Sources
Topic 3. Research design.
3.1. Types of design according to the objective: exploratory, descriptive and causal
3.2. Types of design according to the nature of the information obtained: Quantitative and Qualitative.
Topic 4. Universe object of study, sample and sample selection
4.1. Definition of universe and sample
4.2. Methods or typologies of sampling
4.3. Sample size
4.4. Methods of sample selection
Topic 5. Research methodologies. Quantitative research
5.1. Quantitative research techniques
5.1.1. The personal interview (CAPI)
5.1.2. The telephone interview (CATI)
5.1.3. The Internet interview (CAWI)
5.1.4. Neuromarketing techniques
5.1.5. Panels
5.1.6. The Omnibus Study
5.1.7. The Tracking study
5.2. The design of the questionnaire.
5.2.1. Elaboration of the questions and measurement scales.
Topic 6. Research methodologies. Qualitative research
6.1. Characterisation of qualitative techniques
6.2. Classification
6.2.1. In-depth Interview.
6.2.2. Focus Groups
6.2.3 Projective techniques.
Topic 7. Budget and research report.
7.1. Elements of the Report
7.2. Qualitative presentation
7.3. Quantitative presentation.
Bibliography and resources
Fernández Nogales, A. (2004). Investigación y Técnicas de Mercado. ESIC. Madrid
Malhotra Naresh, K. (2016). Investigación de mercados. Conceptos esenciales. Pearson Educación. México.
Merino, M.J.; Pintado, T,; & Sánchez, J.; Grande, I. (2015): Introducción a la Investigación de Mercados (2ª Ed.). ESIC. Madrid.
Rosendo Rios, V. (2018Ç). Investigación de Mercados. Aplicación al marketing estratégico y empresarial. Esic. Madrid.
Trespalacios, J.A., Vázquez, R. y Bello, L. (2005). Investigación de Mercados. Métodos de recogida y análisis de la información para la toma de decisiones en marketing. Thomson, Madrid.
Zikmund, W.G. (2003). Fundamentos de investigación de mercados. (2ª ed.). Thomson, Madrid.