Universitat Internacional de Catalunya
Marketing Research
Teaching staff
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
CONTENT OF THE COURSE
- Why market research?
- Overview of methodologies
- Consumer behavior (behavioral economics and psychological motivations)
- Qualitative interview (how to design and to conduct)
- Focus group (how to design and to conduct)
- Analysis of qualitative research
- Difference between qualitative and quantitative research
- Survey method (how to design and to conduct)
- Analysis of survey data (descriptive analysis, t-test / ANOVA, factor analysis, regression, SEM)
- Conducting research for academic purposes: what are the similarities?
- New approaches to market research (Big Data, Neuromarketing)
Teaching and learning activities
In person
Lectures, seminars, group work, in-class exercises and tests, presentations, case studies, home assignments
| 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
GROUP PROJECT
The project has to be conducted by small groups of students in the format of a live-project. The goal is to learn to conduct marketing research using primary qualitative and quantitative data. Using an example of a real company, we simulate a real-life situation of marketing research in business setup.
(a) Student teams will present their projects to the rest of the class.
(b) The well-written report should incorporate material from lectures, the course literature and readings, and additional academic and/or media material found independently by the team. The report has to provide a clear introduction to the situation of market in a target country. The report must show an explicit relation between the goals of MNE’s and the appropriate method of marketing research.
EVALUATION CRITERIA APPLIED TO INDIVIDUAL AND GROUP WORKS
- Focus on a given task
- Explicit use of reliable sources / evidence of your information
- Consistency of the structure and format
- Correct use of marketing concepts when applicable
- In general, students are expected to show their ability to analyze and synthesize rather than describe and copy/paste
PARTICIPATION IN CLASS
Your participation in class has key importance in this course. For this reason, your participation will be evaluated by instructor. The instructor will be looking for various quality contributions from each of you during the class.
EXAMINATION
The exam is an closed-book one. Duration is 75 minutes
The exam will consist of several questions related to the curse content and problem solving/ critical reasoning cases.
The exam questions will be based on all issues covered by the course, in particular, the material presented in lectures, readings, and case examples. Further advice and information on the exam will be given to students in class.
GRADING SYSTEM
|
Activity |
Weight |
|
In-class activity (quality of participation) |
20% |
|
Group project presentation midterm |
20% |
|
Group project – final presentation |
20% |
|
Final written examination |
40% |
CONTINUED WORK: to qualify for a mark on this course, you must participate in at least in 70% of course activities (this also includes justified absence). This also applies to the re-take in the 2nd exam session (normally, in summer). In case of assistance below 70%, students will need to submit an additional compensatory work to be admitted to the final examination. The work will be provided by the instructor, who will consider the attendance and, possibly, other relevant factors.
THE SECOND CALL (REPEAT EXAM): this is only for those students who have not passed the course (suspended the course) in the first sitting. To pass this second round, students will have to take an exam that will have a weight of 40% of the final grade. For the remaining 40% of the grade, students will have to submit additional compensatory work(s). The work will be provided by the instructor, who will consider attendance and continuous work, group work and, eventually, other relevant factors.
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)