Checking date: 02/06/2023

Course: 2023/2024

Marketing Research
Master in Business and Finance (Plan: 362 - Estudio: 69)

Coordinating teacher: VIDAL SANZ, JOSE MANUEL

Department assigned to the subject: Business Administration Department

Type: Electives
ECTS Credits: 5.0 ECTS


Requirements (Subjects that are assumed to be known)
Marketing Econometrics Research Methods
-The students will learn the standard techniques of market research, including qualitative and quantitative research methods, with emphasis on surveys design. -The students will get familiar with marketing analytical models most commonly used in marketing science. -The students will improve their knoledge on modern econometric tools and the way they are applied in marketing, providing the tools and explaining the reasons for their use and their statistical properties -Upon the successful completion of this course, the attendants should have developed the ability to build models for marketing research based on real data, using statistical and econometric methods with a complete understanding of the theoretical properties of the estimators and the virtues and limitations of the used models.
Skills and learning outcomes
Description of contents: programme
This course provides an overview of market research methods, covering: -Marketing research: Qualitative Methods (In-depth interviews, focus groups, observation) -Marketing research: Quantitative Methods (measurement scales, sampling, surveys and questionnaires, experiments) -Econometric tools for marketing
Learning activities and methodology
The course involves a combination of lectures, and practice clases with discussion of articles, problem exercises, etc.
Assessment System
  • % end-of-term-examination 30
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Calendar of Continuous assessment
Basic Bibliography
  • Esteban-Bravo, M., & Vidal-Sanz, J. M. . Marketing Research Methods: Quantitative and Qualitative Approaches. . Cambridge University Press.. 2021

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