Statistics. Market Research
Module: Management
Matter: Estadística. Investigación de Mercados
Main language of instruction: Spanish
Head instructor
Lc. Ignacio COLL - icoll@uic.es
Office hours
Time to be agreed with the students.
They can request a hearing through ystefanu@uic.es
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.
Basics of human communication I
Advertising language
Emotional marketing
Psychology
Marketing
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.
Following the completion of this course students know how to minimize risk when answering the following questions:
1. Introduction to market research
Item 2. Phases of a research process
Item 3. Information sources
Item 4. Definition of objectives
Item 5. Universe under study
Item 6. Research methodologies
Item 7. The sample selection
Item 8. Fieldwork
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 ACTIVITY | ECTS 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 |
The evaluation consists of:
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.
Students will be given at the beginning of class the following documentation:
Basic bibliography:
Valderrey Sanz, Pablo. Investigación de mercados. Starbook Editorial (2010)
Linkografía:
http://www.netquest.com/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).