Universitat Internacional de Catalunya - Barcelona

Quantitative Market Research

• code 09319
• course 4
• term
• type op
• credits 3

Main language of instruction: Spanish

Other languages of instruction: English

Head instructor

Office hours

When needed, please send an e-mail to bguclu@uic.es in order to arrange a meeting.

Marketing decisions involve the selection of an appropriate strategy for determining the price of a product, the target, the market segmentation, the distribution channel, or the publicity campaign. These decisions have to be supported by the correct data analysis. In this course, the student will learn how to gather data through various collection methods and apply basic research techniques to analyze such data and turn into actionable marketing insights. 

This course is about applying analytics in marketing, and understanding the connection between marketing strategy, decision making, and analytics.

Statistics 1, Statistics 2 and Marketing 1 (for UIC students) or equivalent courses (for exchange students) are mandatory pre-requisites.

This course is designed to develop the quantitative skills required to make effective decisions in Marketing, specifically to:
-identify the right method(s) for the situation,
-apply the methods correctly,
-use software tools to facilitate analyses,
-identify and choose variables,
-check for model appropriateness,
-assess validity of analyses.

• 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.
• 31 - To develop the ability to identify and interpret numerical data.
• 32 - To acquire problem solving skills based on quantitative and qualitative information.
• 33 - To be able to search for, interpret and convey information.
• 35 - To analyse time series.
• 36 - To interpret quantitative and qualitative data and apply mathematical and statistical tools to business processes.
• 37 - To be able to apply managerial methods, tools and techniques.
• 39 - To acquire the ability to solve problems and make decisions based on relevant information, applying the appropriate methods and situating the problem within the organisation as a whole.
• 40 - To be able to choose statistical methods appropriate to the object of analysis.
• 41 - To be able to descriptively summarise information.
• 43 - To acquire skills for using statistical software.
• 66 - To be able to retrieve and manage information.
• 51 - To develop decision making skills.
• 54 - To be able to express one’s ideas and formulate arguments in a logical and coherent way, both verbally and in writing.

In this course, the student is expected to get experience in business-oriented quantitative analysis by using his/her familiarity with the elementary techniques of data analysis.

Part I: Marketing Research Fundamentals

- The process of Marketing Research

- Types of Marketing Research

- Exploratory, Descriptive and Causal Research

- Ethics in marketing research

Part II: Marketing Research Techniques

- Types of Data

- Questionnaire Design

- Population and sampling

Part III: Advanced Methods

- Regression

- Factor analysis

- Multi-Dimensional Scaling

- Conjoint analysis

- Cluster analysis

Part IV: Report preparation and presentation

- Report preparation

- Structure of research report

- Presentation process

Business applications from different industries and functional areas are used. Computer based tools are used extensively.

Sessions are intended to give the student the chance to learn the theory and work through problems using computer software. Attendance is required and you will receive credit for attendance and participation. You have to attend all sessions.

Assignments focus on applying the methods, evaluating their adequacy and recommendation of a course of action based on analyses. There is absolutely no make-up for missed assignments.

Main Textbook:

-    Gilbert A. Churchill and Dawn Iacobucci (2010), 10th Edition: Marketing Research Methodological Foundations. South-Western Publishing Co. (ISBN-10: 1439081018).

Other References:

-    Naresh K Malhotra (2008), 5th Edición: Investigación de Mercados. Pearson/Prentice Hall. (ISBN 10: 970-26-1185-7). Spanish version of the 5th Edition: Marketing research. An applied orientation (2007). Pearson/Prentice Hall. (ISBN 10: 970-26-1185-7).