Qualitative Marketing Research
Main language of instruction: Catalan
Head instructor
Office hours
mardeus@emedeeme.com
It is always necessary to know the consumer behavior and whys of consumption, regardless of the position you play in a company.
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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.
1. General background: the company-consumer relationship.
- The emotional link.
2. Basic notions of psychology.
3. The role of the "Institut de recerca".
- Manifesto
- Latent
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.
Market research is learned gradually and mostly through case. So the practice becomes very important in the course.
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