Checking date: 23/04/2019

Course: 2019/2020

Marketing Research
Study: Master in Business and Finance (69)

Coordinating teacher: VIDAL SANZ, JOSE MANUEL

Department assigned to the subject: Department of Business Administration

Type: Electives
ECTS Credits: 5.0 ECTS


Students are expected to have completed
Marketing Econometrics Research Methods
Competences and skills that will be acquired and learning results.
-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.
Description of contents: programme
This course provides an overview of market research and quantitative methods most commonly used in marketing. Not only a theoretical knowledge is provided, but also examples from research papers will be considered, in a balance between analytical and quantitative techniques, in order to achieve reliable conclusions. -Market research -Marketing Modelling -Econometric tools for marketing -Literature review
Learning activities and methodology
The course involves a combination of lectures, paper discussions, exercises, and students developing an individual project.
Assessment System
  • % end-of-term-examination 60
  • % of continuous assessment (assigments, laboratory, practicals...) 40
Basic Bibliography
  • William R. Dillon, Neil H. Firtle, Thomas J. Madden. Marketing research in a marketing environment. . Irwin. . 1994
  • Babin, B. J., & Zikmund, W. G. . Essentials of marketing research.. Nelson Education.. 2015
  • Lehmann, Donald R., Sunil Gupta, and Joel H. Steckel. . Marketing research. . Addison-Wesley. 1998

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