Checking date: 23/03/2023

Course: 2023/2024

Qualitative Methods and Survey Analysis
Master in Marketing (Plan: 279 - Estudio: 269)

Coordinating teacher: VIDAL SANZ, JOSE MANUEL

Department assigned to the subject: Business Administration Department

Type: Compulsory
ECTS Credits: 3.0 ECTS


Requirements (Subjects that are assumed to be known)
Not required.
Skills to be acquired: General skills: *CG1: Solid theoretical knowledge of Marketing and Market Research. *CG2: Effective knowledge of other disciplines / techniques used in Marketing and Market Research. *CG6: Ability to search and analyze information from different sources. *CG14: Ethical commitment. Specific skills: *CE4: To learn the qualitative and quantitative tools for market research, to choose and apply the most appropriate technique to every problem, and understand the potential of computer tools in this area. LEARNING OUTCOMES The student distinguishes between the basic concepts and the methodologies to be carried out in each stage of market research (sample, questionnaire, data analysis, etc.). The student solves a problem faced by the company to design the appropriate market study. The student apply the market research process to real and relevant marketing situations for companies. The student analyzes and evaluates the results of market research to propose strategic orientations and operational actions.
Skills and learning outcomes
Description of contents: programme
What is Market Research? The role of market research in business management. The value of MR information. The market research process Secondary and primary sources. Primary research: qualitative versus quantitative research Qualitative analysis. Introduction to quantitative analysis. Surveys, questionnaire design, measurement of scales. Preparation and submission of reports.
Learning activities and methodology
TRAINING ACTIVITIES OF THE SUBJECT AF3 Theoretical practical classes AF6 Group work AF7 Individual student work Activity code / No. of total hours / No. of face-to-face hours /% face-to-face AF3 105 105 100 AF6 145 0 0 AF7 125 0 0 TOTAL SUBJECT 375 105 TEACHING METHODOLOGIES MD1 Lectures in the teacher's class supported by computer and audiovisual media, in which the main concepts of the subject are developed and the bibliography is provided to complement the students' learning. MD2 Critical reading of texts recommended by the professor of the subject: Sentences and resolutions, press articles, reports, manuals and / or academic articles, either for later discussion in class, or to expand and consolidate the knowledge of the subject. MD3 Resolution of practical cases, problems, etc.¿ raised by the teacher individually or in groups MD4 Presentation and discussion in class, under the moderation of the teacher, of topics related to the content of the subject, as well as practical cases MD5 Preparation of works and reports individually or in groups
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60

Calendar of Continuous assessment

Basic Bibliography
  • Esteban-Bravo, M. and J. M. Vidal-Sanz. Marketing Research Methods: Quantitative and Qualitative Approaches. Cambridge University Press.. 2021

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