Checking date: 26/04/2024

Course: 2024/2025

Markets Research
Bachelor in Statistics and Business (Plan: 400 - Estudio: 203)

Coordinating teacher: CERVIÑO FERNANDEZ, JULIO

Department assigned to the subject: Business Administration Department

Type: Compulsory
ECTS Credits: 6.0 ECTS


Requirements (Subjects that are assumed to be known)
Marketing (introduction or fundamentals)
Learning objectives: - To become skilled at basic concepts and methodologies needed to perform a marketing research study (sampling, surveying, questionnaire design, analysis of databases, etc.); - To comprehend firms¿ problems in order to design proper marketing research studies; - To apply marketing research processes to real market situations, which are relevant to the firm; - To analyze outcomes of marketing research studies in order to suggest the most appropriate strategic orientation and operational actions. Skills objectives: - To become familiar with a wide range of marketing research methodologies; - To prepare reports and communicate results to an audience of company executives; - To make use of one of the mostly diffused software¿s programs for marketing research; - To participate in working groups, whose aim is to stimulate creativity and accuracy. Attitudinal objectives: - Curiosity towards marketing and its challenges; - Criticism and creativity to solve managerial problems; - Interest in applying a portfolio of diversified tools needed to draw reliable conclusions; - Ethics, according to the international code and guidelines on market and social research defined by ICC/ESOMAR.
Skills and learning outcomes
Description of contents: programme
Topic 1. Introduction to Marketing Research 1.1. Basic concepts on Marketing Research 1.2. The process of Marketing Research 1.3. Classification of Marketing Research Studies Topic 2. Problem definition 2.1. Marketing problems 2.2. Marketing research objectives 2.3. Conceptual models Topic 3. Exploratory, descriptive and causal research techniques 3.1. Exploratory designs: In-depth interviews and focus groups 3.2. Survey design and measurement error 3.3. Causal analysis techniques Topic 4. Methodologies of qualitative analysis 4.1. Classification of qualitative analysis techniques 4.2. Interviews design 4.3. Content analysis Topic 5. Methodologies of quantitative analysis 5.1. Classification of quantitative analysis techniques 5.2. Sample design 5.3. Questionnaire design 5.4. Measurement and scales Topic 6. Univariate and bivariate hypothesis tests 6.1. Frequency, tendency and dispersion 6.2. Testing for significant differences 6.3. Testing for association Topic 7. Multivariate techniques with SPSS 7.1. Preferences analysis: Conjoint analysis technique 7.2. Multidimensional scales and factor analysis 7.3. Segmentation analysis: Multiple regression, clusters and discriminant analysis Topic 8. Preparing a marketing research report 8.1. Objectives of a marketing research report 8.2. The written marketing research report 8.3. Limitations and common problems
Learning activities and methodology
During the course, students will participate to both theory lectures and practice sessions (based on case study discussions, problem sets solving and use of software packages at computer lab), whose aim is that of transferring conceptual and methodological knowledge. In order to improve their personal capabilities, students will participate in a teamwork experience (each team being composed by three to four members), by which all steps of a marketing research study are performed. At the beginning of the course, each team will receive a firm¿s marketing problem to face. Accordingly, students will have to: a) identify the objective of the marketing research study; b) design the most appropriate methodology; c) collect and analyze data; and, d) draw conclusions and present results of the study. For each step, a report has to be submitted to the course lecturer. Finally, at the end of the course, each team is expected to make a short presentation of obtained results to a (theoretical) audience composed of corporate executives.
Assessment System
  • % end-of-term-examination 50
  • % of continuous assessment (assigments, laboratory, practicals...) 50

Calendar of Continuous assessment

Extraordinary call: regulations
Basic Bibliography
  • DILLON, W. R.; MADDEN, T. J.; FIRTLE, N. La Investigación de Mercados en un Entorno de Marketing. Irwin. Madrid. 4ª edición. 1997.
  • HAIR, J.F.; BUSH, R.P.; ORTINAU, D.J.. Marketing Research: Within a Changing Information Environment. McGraw Hill. 2004
  • MALHOTRA, N.. Marketing Research: An applied Orientation. Prentice Hall. 5ª Ed. 2006.
  • SANTESMASES, MIGUEL (2009). DYANE. Diseño y análisis de encuestas en investigación social y de mercados¿. Versión 4.. PIRAMIDE. 2009
Additional Bibliography
  • HAIR, J.F.; BUSH, R.P.; ORTINAU, D.J.. Marketing Research: Within a Changing Information Environment. McGraw Hill. 2004.
  • PEÑA, D.. Análisis de Datos Multivariantes. McGraw Hill. 2002.

The course syllabus may change due academic events or other reasons.