General information

Subject type: Mandatory

Coordinator: Judith Turrión Prats

Trimester: Third term

Credits: 6

Teaching staff: 

Roberto Dopeso Fernandez

Teaching languages

  • English

100% English


Basic skills
  • B1_Students have demonstrated and understood knowledge in a field of study that is based on general secondary education, and is usually found at a level that, while supported by advanced textbooks, also includes some aspects involving knowledge from the forefront of their field of study


  • B5_That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy


Specific skills
  • E4_Convert an "empirical" problem into a research project and draw conclusions

General competencies
  • G3_Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking

  • G4_Integrate the values ​​of social justice, equality between men and women, equal opportunities for all and especially for people with disabilities, so that the studies of Business Administration and Innovation Management contribute to to train citizens for a just, democratic society based on a culture of dialogue and peace


  • G2_Be able to generate ideas and solve problems, both individually and collectively

Transversal competences
  • T1_Communicate properly orally and in writing in the two official languages ​​of Catalonia

  • T2_Show willingness to learn about new cultures, experiment with new methodologies and encourage international exchange


  • T4_Show entrepreneurial leadership and leadership skills that build personal confidence and reduce fear of risk


  • T5_Domain the computer tools and their main applications for the ordinary academic and professional activity

  • T3. Formulate critical and well-argued reasoning, using precise terminology, specialized resources and documentation that supports these arguments.

  • T6.Develop tasks autonomously with a correct organization and timing of academic work

  • T7_ Develop the ability to assess inequalities due to sex and gender to design solutions.


Know the main research methods for both quantitative and qualitative markets.


The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer the prejudices of others.

Learning outcomes

  • Apply qualitative and quantitative statistical techniques for market research.
  • Plan, organize, carry out and present a market research project in the business field of the tourism sector and use the results obtained for decision-making.

Working methodology

The methodology consists of the combination of different types of activities that in combination seek the development of the thematic contents in a dynamic and convenient way. The activities that make up this methodology are as follows

Theoretical sessions:

Master sessions by the teacher to explain the thematic contents of the course, will be used in the introductory sessions and for the more complex topics of the subject.

Discussion of Specialized Articles, is about bringing the student to the forefront of knowledge in the field of market research. What are the most recent developments and what applicability do they have within our learning framework.

Student Presentation: Students will be required to present some of the contents of the class in front of their classmates, in such a way that they demonstrate their ability to research and present results, as well as handling questions by their classmates.

Guided learning

Reading Control: They will be small tests carried out before the classes in which there is the discussion of an article to be able to check that all the students have become familiar with the material that will be discussed in class.

Case Studies: Students will be asked to participate as a team in solving a case study that will present a real situation (or hypothetical recreating a real problem) that requires solving a problem related to the topics seen in class.

Informative Article Discussion: The intention will be to relate the theoretical topic of class with informative articles (news, reports, documentaries, etc.) of recent presentation to illustrate the application of the knowledge in subjects.

Autonomous learning:

Theoretical Exercises: These are exercises that seek to reinforce the theoretical knowledge of the subject by students. They can be individual or team.

Final Work: Students will have to work as a team in the planning, design and execution of a Market Research Plan. The work must be presented to the teacher and his colleagues as well as the generation of a written report.


For the resolution of some of the exercises, as well as for the analysis of the students' results, they used the free basic statistical software program R. In the same way, it is recommended that students bring a laptop for some of the theoretical sessions. and practices.



Topic 1

Introduction to Market Research

• Definition of the Concept

• Examples of Market Research

• The Marketing system

• Some data from the Market Research Business

• Market Research Process

Topic 2

Market Research Design

• Definition of the problem of Research and Development of Objectives

• Types of Market Research

• Data Sources

Topic 3


Qualitative Market Research Techniques

• Focus groups

• In-depth interview

• Observation

• Projective Techniques

• Other Qualitative Techniques

Topic 4

Quantitative Market Research Techniques

• Questionnaire

• Experimentation

• Structured Observation

Topic 5

Introduction to Software R


• Applications for Market Research

Topic 6

Sampling and Data Collection Plan

• The Sampling Principles

• Simple Random Sampling and Sample Size

• More complex sampling procedures

• Field Operations

Topic 7

Data Analysis and Reporting

• Data Processing

• Univariate Data Analysis

• Bivariate analysis

• Multivariate Analysis

• The Research Report

• Applications

Learning activities

AF1. Theoretical sessions
AF2. Seminars
AF3. Work in group
AF4. Individual work
AF5. Personal study

Evaluation system

The quarterly evaluation will take into account the following aspects with the weights indicated:

- SE1+SE2. Continuous Assessment (Theoretical Exercises, Practical Cases, Reading Control, Discussion of Articles and Class Participation) 40%

- SE2+SE3. Final Project 30% (Written Report 20%, Final Presentation 10%)

- SE4. Final Exam 30% (To pass the course you must pass the final exam)


There will be a recovery at the end of the quarter. Only the qualification of the Final Exam will be recovered, and in exceptional cases the final work as long as the written report justifies it. Thus, between 50-70% of the grade is unrecoverable.



Feinberg, Fred M., Thomas C. Kinnear, and James R. Taylor. (2013) Modern Marketing Research: Concepts, Methods, and Cases. Stamford: Cengage Learning,

Malhotra, N. (2020). Marketing research. Harlow. Pearson


Fernández Nogales, Ángel. “Market research and techniques” Editorial ESIC, 2nd Edition, 2004.

Burns, A. (2016). Marketing research, global edition. Pearson Education Limited.

Merriam, S., & Tisdell, E. (2015). Qualitative research (4th ed.). Jossey-Bass (Wiley).

Maxwell, J. (2013). Qualitative research design. Los Angeles: SAGE.