Checking date: 08/02/2023

Course: 2022/2023

Market research and public opinion
Study: Bachelor in Sociology (208)


Department assigned to the subject: Social Sciences Department

Type: Electives
ECTS Credits: 6.0 ECTS


A) Understand the relevance of the adoption of a marketing approach by companies, as well as the role that corresponds to the commercial management in this process. B) It will incorporate the main theoretical concepts and practical tools for the detection of market opportunities. C) You will be able to reflect on the marketing variables that allow you to guide the company towards these opportunities and establish lasting relationships with your customers. D) Will understand the integration and coherence that must exist between them. E) Information management will be trained. F) You will learn to synthesize the readings and to communicate it properly in written and oral form.
Skills and learning outcomes
Description of contents: programme
-Introduction to evaluation -Operationalization of indicators -Techniques of social research -Design for impact evaluation -Statistical modelling -Data analysis -Interpretation -Analysis of results
Learning activities and methodology
Theoretical and practical classes
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Basic Bibliography
  • Leslie Gofton. Business Market Research. Kogan. 1997
  • Matthew Harrison, ¿Julia Cupman, ¿Oliver Truman . Market Research in Practice. Kogan. 2016

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