Checking date: 03/04/2018

Course: 2019/2020

Empirical Market Research
Study: Master in Marketing (269)

Coordinating teacher: BARROSO LUDEÑA, ALICIA

Department assigned to the subject: Department of Business Administration

Type: Electives
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 *CG1: Solid theoretical knowledge of Marketing and Market Research. *CG2: Effective knowledge of other disciplines / techniques used in Marketing and Market Research. 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 Objectives: ¿ Bring awareness about the importance of studying consumer behaviour. ¿ Understand analytically what drives consumer decisions.
Description of contents: programme
Consumer behavior and modeling. Brand choice models. Analysis of time between purchases, truncation and censorship issues, consumer panels and audience rating of customers. Microeconometrics in marketing and their use in designing marketing strategies, and CRM. Practices with specialized software.
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
  • Franses, P. H. and R. Paap. Quantitative Models in Marketing Research . Cambridge University Press, UK. . 2001
  • Hanssens, D. M; L. J. Parsons and R. L. Schultz. Market Response Models: Econometric and Time Series Analysis. . International Series in Quantitative Marketing, Kluwer, Dordrecht, The Netherlands. . 2001
  • Leeflang, P. S. H., D. R. Wittink, M. Wedel and P. A. Naert. Building Models for Marketing Decisions. . International Series in Quantitative Marketing. Kluwer Academic Publishers, Boston.. 2000

The course syllabus and the academic weekly planning may change due academic events or other reasons.