Subject

Qualitative Marketing Research

  • code 09318
  • course 3
  • term
  • type op
  • credits 3

Main language of instruction: Catalan

Teaching staff

Head instructor

Office hours

mardeus@emedeeme.com

Introduction

 

It is always necessary to know the consumer behavior and whys of consumption, regardless of the position you play in a company.

Pre-course requirements

There isn't

Objectives

 

The main objective of the course is to understand the usefulness of market research, when and why to use it and their relationship with the company and the marketing.

Competences / Learning outcomes of the degree programme

  • 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.
  • 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.

Syllabus

1. General background:  the company-consumer relationship.

  • Socio-cultural environment
  • Key trends, emerging and residuals.
  • The company-consumer relationship.

- The emotional link.

2. Basic notions of psychology.

  • Role and task of psychology.
  • Principal schools.
  • Psychology and company.
  • Psychology and consumption.

3. 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.

4. 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.

Teaching and learning activities

In person

Market research is learned gradually and mostly through case. So the practice becomes very important in the course.

Evaluation systems and criteria

In person

Attitude and involvement in class 20%

- Work performed 30%

- Final exam 50%

 

Bibliography and resources

  Notes that include basic bibliography

  - Examples and real materials provided by EmedeEme

  - Through the work done during the course is completed a CD with all materials produced by  groups

 

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