Universitat Internacional de Catalunya
Marketing Research
Teaching staff
Consultations by prior confirmation via email.
Prof. Marta Mas Machuca
mmas@uic.es
Prof Frederic Marimon
fmarimon@uic.es
Introduction
COURSE SUMMARY
Market research is a vital part of any business strategy, as it provides the answers companies need to make decisions. The course is practice-oriented and addresses the main issues of selecting the research strategy that fits particular needs; and, issues of designing, conducting qualitative and quantitative marketing research in different areas. Students will also learn how to analyze qualitative and quantitative data. New methodologies of conducting market research will also be discussed. As a result of the course, students will have the capacity to make the best decision in selecting market research methodology (and market research company) depending on business needs and be able to analyse and interpret data from a market research study in order to obtain insights that can provide company growth.
Pre-course requirements
Understanding of basic marketing terms
Knowledge of basic statistical concepts
Objectives
COURSE OBJECTIVES
- To understand the role of marketing research in shaping how companies make decisions.
- To understand and implement steps of development of marketing research;
- To equip students with the theoretical knowledge and practical tools enabling them to develop a strategy and implementation of qualitative (interview and focus group) and quantitative (survey) marketing research;
- To introduce statistical techniques used in marketing analysis; to illustrate benefits of each technique;
Competences/Learning outcomes of the degree programme
- 28 - To be able to work in another language and use terminology and structures related to the economic-business world.
- 31 - To develop the ability to identify and interpret numerical data.
- 32 - To acquire problem solving skills based on quantitative and qualitative information.
- 33 - To be able to search for, interpret and convey information.
- 36 - To interpret quantitative and qualitative data and apply mathematical and statistical tools to business processes.
- 40 - To be able to choose statistical methods appropriate to the object of analysis.
- 41 - To be able to descriptively summarise information.
- 43 - To acquire skills for using statistical software.
- 59 - To skilfully use software and ICTs.
Syllabus
Teaching and learning activities
In person
- Lectures
- Guest speaker sessions
- Practical classes
- Follow-up sessions of your research
| TRAINING ACTIVITY |
| Case analysis Lecture Classroom practicum (solving problems/videos/text commentary/sheets) Individual study Project presentations and debates Solving problems in the classroom Small group seminars Writing up projects |
Evaluation systems and criteria
In person
Evaluation of Part 1 will be based on the following criteria:
Attendance and Participation – 10%
esearch Topic Form – 30%
Full Research Paper – 30%
Oral Presentation – 30%
The evaluation for the course will be based on the following components, designed to assess both individual effort and group collaboration (if applicable), as well as the quality of the research output and presentation skills.
In the case of failing the course in the first sitting (or first call), students will be required to complete an assignment determined by the instructors as part of the second sitting (or second call) for Part 1 of the course.
Bibliography and resources
Main coursebook:
- Gilbert A. Churchill and Dawn Iacobucci (2010), 10th Edition: Marketing Research Methodological Foundations. South-Western Publishing Co. (ISBN-10: 1439081018).
Additional:
- Naresh K Malhotra (2008), 5th Edición: Investigación de Mercados. Pearson/Prentice Hall. (ISBN 10: 970-26-1185-7). Spanish version of the 5th Edition: Marketing research. An applied orientation (2007). Pearson/Prentice Hall. (ISBN 10: 970-26-1185-7)