Checking date: 22/03/2023

Course: 2023/2024

Market Analysis and Experimental Research
Master in Marketing (Plan: 279 - Estudio: 269)

Coordinating teacher: LEE , HYUN JUNG

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: *CG2: Effective knowledge of other disciplines / techniques used in Marketing and Market Research. *CG7: Ability to critical analysis and synthesis. 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. *CE5: To understand and use statistics and econometrics tools to analyze data and marketing problems through scientific models, using appropriate software. LEARNING OUTCOMES The student distinguishes between the main instruments of experimental research for the design of a marketing strategy in the company. The student prepares essential studies for the analysis of the perception of brands by consumers. The student applies the results of market studies for the design of marketing instruments in the company.
Skills and learning outcomes
Description of contents: programme
-Design of experiments in market research. -Analysis and modeling of consumer preferences using "conjoint analysis". -Development of "perceptual maps". -Techniques for studying demand segmentation. -Structural models with latent variable and its application to measure consumer attitudes.
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., & Vidal-Sanz, J. . Marketing Research Methods: Quantitative and Qualitative Approaches.. Cambridge: Cambridge University Press. doi:10.1017/9781108874748. 2021
  • Iacobucci, D. & Churchill, G.A. . Marketing Research: Methodological Foundations.. Cencage Learning. 2009
  • Kline, R.B. . Structural equation modeling:. New York: Guilford Press.. 2010
  • M. Wedel and W.A. Kamakura. Market Segmentation: Conceptual and Methodological Foundations. Norwell, MA: Kluwer Academic Publishers,. 2000
  • Montgomery, D.C. . Design and Analysis of Experiments. Wiley. 2001
  • Orme, B.. Getting Started with Conjoint Analysis: Strategies for Product. Design and Pricing Research. . Madison, Wis.. 2010

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