Universitat Internacional de Catalunya

Statistics. Market Research

Statistics. Market Research
6
9269
3
First semester
OB
Management
Estadística. Investigación de Mercados
Main language of instruction: Spanish

Teaching staff


Ms. COLL PARRA, Ignacio - icoll@uic.es

Introduction

Market research is a role within Marketing, the aim of which is to help managers to take non-routine decisions. In this sense, this discipline is a tool at the service of the Communications directors, who must manage and use it to plan, manage and oversee their communication plans and the communication actions included in them.

Market research is the bridge between the experiences, beliefs and expectations of consumers and the internal reality of the company. It is built by means of truthful and objective information to be used for the decisions that the individuals responsible for marketing in an organisation must take.

Non-routine business decisions, i.e. those that cannot be made taking into account the company’s historical information, must necessarily be based on useful information that helps the manager to minimise the risks of their decision.

Investment in advertising and investment in market research always go hand in hand, i.e. the more a company invests in advertising, the more it invests in research. Why? Well, because the higher the level of investment, the more important it is to know if that investment is yielding the expected benefits and the only way to know this is by researching the market.

Pre-course requirements

None.

Objectives

In this subject, students will learn:

1. How to obtain relevant market information.

2. To choose the most appropriate market research methods and techniques for each situation.

3. To use market research tools.

4. To plan and, where appropriate, carry out or subcontract research that allows them to successfully undertake the decision-taking that forms part of their job.

Competences/Learning outcomes of the degree programme

  • 19 - The ability to memorise
  • 70 - Knowledge and mastery of economic data, statistics and graphs
  • 71 - Knowledge and mastery of principle economic concepts.
  • 72 - Knowledge and mastery of the principle techniques for scientific and journalistic investigation
  • 96 - The ability to objectively analysis reality and the extraction of valid considerations

Learning outcomes of the subject

After completing this course, students will be equipped to:

  • Implement a scientifically rigorous research process.
  • Understand the different types of market study.
  • Understand the different methodological approaches and the respective techniques applied to research.
  • Determine and describe the population under analysis, as well as quantify its size.
  • Develop the measuring instrument, both qualitative and quantitative.
  • Analyse and communicate the results of the investigation to the relevant audiences.
  • Decide the core communication on which to base a Communication Plan, as well as the specific advertising campaigns.
  • Decide whether to launch an advertising campaign based on: its degree of notoriety, understanding, assessment and associated persuasion.

The Communications Director will ultimately answer these questions, having received useful information from the market research.

Syllabus

Topic 1. Introduction to market research

1.1 Commercial research and Marketing

1.2 Conceptualisation and characteristics of Market Research (MR)

1.3 Functions of MR

1.4 Requirements of MR

1.5 The market players of MR

1.6 Areas of market research

1.7 Stages of the Research Process: Definition of the research problem and study objectives, Selection of research methodology and techniques, Definition of the universe under study, Sample selection, Field work, Report and communication of the results.

 

Topic 2. Establishing research objectives and selection of information sources

2.1. Formulation of the problem to be investigated and its conversion into research objectives. Communication objectives vs research objectives.

2.2. Definition and classification of information sources

2.2.1. Primary Internal Sources

2.2.2. Secondary Internal Sources

2.2.3. Primary External Sources

2.2.4. Secondary External Sources

 

Topic 3. Research design.

3.1. Types of design according to the objective: exploratory, descriptive and causal

3.2. Types of design according to the nature of the information obtained: Quantitative and Qualitative.

 

Topic 4. Universe object of study, sample and sample selection

4.1. Definition of universe and sample

4.2. Methods or typologies of sampling

4.3. Sample size

4.4. Methods of sample selection

 

Topic 5. Research methodologies. Quantitative research

5.1. Quantitative research techniques

5.1.1. The personal interview

5.1.2. The telephone interview (CATI)

5.1.3. The Internet interview (CAWI)

5.1.4. Neuromarketing techniques

5.1.5. Panels

5.1.6. The Omnibus Study

5.1.7. The Tracking study

5.2. The design of the questionnaire.

5.2.1. Elaboration of the questions and measurement scales.

 

Topic 6. Research methodologies. Qualitative research

6.1. Characterisation of qualitative techniques

6.2. Classification

6.2.1. In-depth interview.

6.2.2. Focus groups

6.2.3 Projective techniques.

 

Topic 7. Budget and research report.

7.1. Elements of the Report

7.2. Qualitative presentation

7.3. Quantitative presentation.

 

Teaching and learning activities

In person



TRAINING ACTIVITY ECTS CREDITS
Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. 0.8
Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. 1.0
Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. 0.6
Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc). 1.0
Lab. Working groups that combine theory and practice. The aim of these is not to undertake already known techniques, but instead to make progress that is both theoretical and technical. These Lab sessions will culminate in the creation of a professional or semi-professional product. 1.2
Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. 1.4

Evaluation systems and criteria

In person



Assessment will be continuous, i.e. the final mark will be the weighted average of the differe, the student will be required to pass the theoretical part and the final project.

Assessment is based on three basic pillars:

1. Theoretical exams (individual assessment): this consists of two partial exams, which together account for 40% of the overall mark (20% + 20%). The exams will combine multiple-choice questions and open questions, in approximately equal parts. The contents to be assessed include both class notes and possible extra dossiers on the subject.

Initially, the theory tests will be carried out in person, at the Faculty’s facilities, on the stipulated dates, which are included in the Work Plan and in the university regulations. However, if a healthcare situation should  limit mobility and access to the university facilities, a non-face-to-face or virtual assessment format would be chosen, which would be defined at the time, and communicated through the different channels (teaching staff board, messaging, etc.).

2. The assessment of the practical credits will be based, on the one hand, on the completion and presentation (in written and digital format) of a Final Project for the subject, which will account for 40% of the mark. This activity will be assessed on the basis of presentation, style, the organisation of the presentation, the adequacy of the theoretical content, the approach to the objectives or working hypotheses and the depth of the results and recommendations. The student must submit the project in order to pass the course. It will be carried out in a group, although it may, exceptionally, be done individually. The results will be presented orally in the last sessions of the course.

3. Set of compulsory exercises and practices proposed for each of the units or subjects, which will account for the remaining 20% of the final mark. Set of compulsory exercises and practice proposed for each of the units or topics and which will compute the remaining 20% of the final mark.

Practical work must be correctly referenced, following APA regulations. Plagiarism, literal copying of sources without being referenced, may be sanctioned with failure of the course.

In summary, the weighting of the various parts of the assessment is as follows:

1. 2 Partial theoretical exams: 40% (20% + 20%). May be resat in the second examination sitting.

2. Final Degree Project for the subject: 40%. It is not recoverable in subsequent calls.

3. Practice associated with the educational units: 20%. May not be retaken.

In the second and subsequent calls, only the theoretical block can be recovered, through a final test.


Bibliography and resources

Basic bibliography:

  • Fernández Nogales, A. (2004). Investigación y Técnicas de Mercado. ESIC. Madrid
  • Malhotra Naresh, K. (2016). Investigación de mercados. Conceptos esenciales. Pearson Educación. México.
  • Merino, M.J.; Pintado, T,; & Sánchez, J.; Grande, I. (2015): Introducción a la Investigación de Mercados (2ª Ed.). ESIC. Madrid.
  • Rosendo Rios, V. (2018Ç). Investigación de Mercados. Aplicación al marketing estratégico y empresarial. Esic. Madrid.
  • Trespalacios, J.A., Vázquez, R. y Bello, L. (2005). Investigación de Mercados. Métodos de recogida y análisis de la información para la toma de decisiones en marketing. Thomson, Madrid.
  • Zikmund, W.G. (2003). Fundamentos de investigación de mercados. (2ª ed.). Thomson, Madrid.

Complementary bibliography:

  • Aaker, D., Kumar, V. y Day, G. (2001). Investigación de mercados. Limusa-Wiley, México D.F.
  • Abascal, E. y Grande, I. (1994). Aplicaciones de la investigación comercial para el mix de marketing. Editorial ESIC, Madrid.
  • AEDEMO (Asociación Española de Estudios de Mercado, Marketing y Opinión); (2000) “La Investigación en Marketing” Tomo I y Tomo II. Barcelona.
  • AEDEMO-ESOMAR (1986). Código Internacional CCI/ESOMAR de Prácticas Legales en Materia de Investigación de Mercado y Opinión. Barcelona.
  • ANEIMO-ADEMO-ESOMAR (2016). El sector de la investigación de mercados en España en 2015.
  • Angrosino, M. (2012), Etnografía y observación participante en investigación cualitativa. Morata
  • Baez, J. (2009), Investigación cualitativa, 2ª ed., Esic, Madrid.
  • Baker, M.J. (2001). Selecting a research methodology. Marketing Review, 1 (3), 373-397.
  • Ballvé, M. (2008). Minería de datos para obtener insights del consumidor. Investigación y Marketing, 101, diciembre, 68-69.
  • Banks, M. (2010). Los datos visuales en investigación cualitativa. Morata
  • Barbour, R. (2013): Grupos de discusión en investigación cualitativa. Morata.
  • Bello, L.; Vázquez, R. y Trespalacios, J.A. (1996). Investigación de Mercados y Estrategias de Marketing. Editorial Civitas, Madrid.
  • Castañeda, J.A., & Luque, T. (2004). Diseños de investigación comercial en Internet: oportunidades y limitaciones. Investigación y Marketing, 84, 20-28.
  • Coderre, F., St-Laurent, N., & Mathieu, A. (2004). Comparison of the quality of qualitative data obtained through telephone, postal and email surveys. International Journal of Market Research, 46(3), 347-357.
  • Churchill, G. (2003). Investigación de mercados. Thomson, Madrid.
  • Denzin, N. y Lincoln, Y. (2017): Manual de investigación cualitativa; 4 volúmenes GEDISA
  • Diaz de Rada, V. (2002). Tipos de encuestas y diseños de investigación. Universidad Pública de Navarra, Pamplona.
  • Diaz de Rada, V. (2005). Diseño y elaboración de Cuestionarios para
  • la Investigación Comercial. Madrid: ESIC.
  • Diez de Castro, E., & Landa, J. (2002). Marketing: Investigación
  • Comercial. Pirámide. Madrid
  • Esteban Talaya, A. y Molina Collado, A. (2014). Investigación de Mercados. Esic Editorial.
  • Fernández Nogales, A. (2004). Investigación y Técnicas de Mercado. ESIC, Madrid.
  • Fisher, L. (2018): Introducción a la investigación de mercados. McGraw Hill.
  • García A Ferrer, G. (2012). Investigación Comercial (3º ed.). ESIC. Madrid
  • Gibbs, G. (2012): El análisis de datos cualitativos en investigación cualitativa. Morata.
  • Grande, I., y Abascal, E. (2005). Análisis de encuestas. ESIC. Madrid.
  • Grande, I. y Abascal, E. (2006). Fundamentos y Técnicas de Investigación Comercial. ESIC, Madrid.
  • Hair, J.F.; Bush, R.P. y Ortinau, D.J. (2009). Investigación de Mercados. Editorial Prentice-Hall, Madrid
  • Harris, E. (1983). Investigación de Mercados. Editorial McgrawHill, México.
  • Kinnear, T. Y Taylor, J. (1998) “Investigación de Mercados”. Ed. Mc Graw Hill. Bogotá.
  • Kvale, S. (2011). Las entrevistas de investigación cualitativa. Morata. Madrid
  • Lobato Gómez, F. y López Luengo, M.A. (2004). Investigación comercial: gestión comercial y marketing. Paraninfo.
  • Luque, T. (2017): Investigación de Marketing 3.0, Pirámide. Madrid.
  • Llopis Goig, R. (2004). Grupos de Discusión. ESIC. Madrid
  • McDaniel, C., & Gates, R. (2005). Investigación de mercados. International Thomson Editores. México
  • Merino Sanz, M.J. y Yagüez Lorenzo, E. (2012). Nuevas tendencias en investigación y marketing. Esic Editorial. Madrid
  • Merino, M.J., Pintado, T,; & Sánchez, J.; Grande, I. (2015). Introducción a la Investigación de Mercados (2ª Ed.). ESIC. Madrid.
  • Miquel, S.; Bigné, E., Lévy, J-P., Cuenca, A.C. y Miquel, Mª.J. (1997) Investigación de Mercados. McGraw Hill, Madrid.
  • Ortega, E. (1998) “Manual de Investigación Comercial”. Ed. Pirámide. Madrid.
  • Pardo, A. (2005): Análisis de Datos con SPSS 13. Madrid: McGraw Hill.
  • Pedret, R. Sagnier, L. Camp, F. (2006); “La investigación comercial como soporte del marketing”. Colección Management Deusto. Madrid
  • Pérez. (2005). Técnicas estadísticas con SPSS 12. Pearson Prentice. Madrid
  • Pérez Marqués, M. (2014). Técnicas de investigación de mercados. Ed. Agapea.
  • Rabadán Anta, R. Y Ato García, M. (2003). Técnicas cualitativas para investigación de mercados. Ediciones Pirámide. Madrid.
  • Rapley. T., (2014). Los análisis de la conversación, del discurso y de documentos en investigación cualitativa. Morata
  • Santesmases, M. (2009). Dyane versión 4: Diseño y análisis de encuestas en investigación social y de mercado. Pirámide. Madrid
  • Sarabia Sánchez, F. (Coord.) (2013). Métodos de investigación social y de la empresa. Pirámide. Madrid.
  • Sierra Bravo, R. (2001). Técnicas de Investigación Social. Paraninfo. Madrid.
  • Valderrey Sanz, P. Investigación de mercados. (2010). Starbook Editorial. Madrid.
  • Trespalacios Gutiérrez, J. A.; Vázquez Casielles, R., De la Ballina Ballina, F. J.; Suárez Vázquez, A. (2016). Investigación de mercados: El valor de los estudios de mercado en la era del marketing digital. Paraninfo. Madrid.
  • Uwe Flick. (2012). Introducción a la investigación cualitativa. Morata
  • Webb,J.R.(2003) :Investigación de Marketing: Aspectos Esenciales, 2ªEdición:Madrid:Thomson.
  • Zigmund, William G.; (2003). Fundamentos de Investigación de Mercados; Thomson. Madrid.
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