Checking date: 21/04/2019

Course: 2019/2020

Market Analysis and Experimental Research
Study: Master in Marketing (269)

Coordinating teacher: LEE , HYUN JUNG

Department assigned to the subject: Department of Business Administration

Type: Compulsory
ECTS Credits: 3.0 ECTS


Students are expected to have completed
Not required.
Competences and skills that will be acquired and learning results.
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.
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
Classes may involve lectures, small group exercises, case analyses and discussions. The lectures will serve to establish the conceptual foundations. Practical classes are designed so that students can develop skills and abilities required properly established. Student contributions are an important part of the course. Students are expected to read assigned materials for each class; attend class, participate and contribute to discussions.
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Basic Bibliography
  • 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 and the academic weekly planning may change due academic events or other reasons.