General information

Subject type: Basic

Coordinator: Monica Juliana Oviedo León

Trimester: First term

Credits: 6

Teaching staff: 

Helena M Hernandez Pizarro

Teaching languages

  • Spanish
  • Catalan
  • English

Check the schedules of the different groups to know the language of teaching classes. Although the material can be in any of the three languages.


Basic skills
  • B3. That students have the ability to gather and interpret relevant data (usually within their area of ​​study) to make judgments that include reflection on relevant social, scientific, or ethical issues.

  • B5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

Specific skills
  • E2. Apply the basics of marketing and market research.

  • E5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

  • E6. Synthesize and evaluate marketing strategies for the internationalization of business activity.

  • E12. Apply the English language in different cultural environments of business negotiation.

General competencies
  • G1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

Transversal competences
  • T4. Master computer tools and their main applications for ordinary academic and professional activity.

  • T5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.


Planning and development of a market research process. Know the main methods of market research at a quantitative and qualitative level. Use the knowledge acquired to be able to plan, organize, carry out and present a market research project in the business field, including research design and data sources. Sampling plan procedures, data collection, data analysis and reporting. Use the results obtained to guide decision-making within the business environment. 



Learning outcomes

Provide the necessary information for decision-making within marketing, in areas related to the consumer, competition and other agents that make up the market. Design and implement methods for data collection, as appropriate. Extract information from secondary sources, including qualitative data analysis. Process and analyze quantitative data (with statistical and inference tools), and communicate the information obtained from the data analyzed. 

Working methodology

Theoretical sessions
MD1.Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject
MD2. Lectures: Face-to-face or streaming sessions, both in university classrooms and in the framework of another institution, in which one or more specialists present their experiences or projects to students.
MD3. Presentations: Multimedia formats that support face-to-face classes

Guided learning
MD5. Seminars: Face-to-face format in small work groups (between 14 and 40). These are sessions linked to the face-to-face sessions of the subject that allow to offer a practical perspective of the subject and in which the participation of the student is key.
MD6. Debates and forums: Face-to-face or online conversations, according to the objectives that the teacher responsible for the subject pursues. 
MD7. Case study: Dynamics that starts from the study of a case, which serves to contextualize the student in a specific situation, the teacher can propose different activities, both individually and in groups, among their students

Autonomous learning
MD9. Solving exercises and problems: Non-contact activity dedicated to solving practical exercises based on the data provided by the teacher

This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured.

The TecnoCampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.


  1. Introduction to Market Research
    1. Marketing Research: The Concept
    2. Marketing system and market research
    3. Market research classification
    4. Market research process
  2. Research design
    1. Problem definition
    2. Research approach
    3. Research design
      1. Components
      2. Types of research design
      3. Associated Challenges
  3. Data Collection Methods
    1. Data Types
    2. Secondary Data
    3. Primary Data
      1. The sample: design and procedures
        1. Sampling plan
        2. Sampling techniques
        3. Sample size
      2. Quantitative primary data: methods
        1. The survey
        2. The observational method
        3. Experiments
        4. Questionnaire design
        5. Introduction to MatchForm
      3. Qualitative primary data: methods
        1. Focus Group
        2. In-depth interviews
        3. Indirect techniques
  4. Data analysis and presentation of results
    1. Data preparation
    2. Quantitative data analysis
    3. Qualitative data analysis
    4. Presentation of the data

Learning activities

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

Evaluation system

  • Exam: 40% (SE4). You must obtain a grade equal to or higher than 5 to pass the course.
  • Project: 40% (SE2 - SE3). 
  • Continuous evaluation: 20% (SE1 - SE2 - SE3). Includes: reading tests, participation in debates, exercises and case studies, and other proposed activities.

In the recovery period (January; –day, time and classroom: TBA–) only the part of the exam mark can be retrieved. A student who has not applied for the first call, can NOT apply for recovery. 60% of the grade (project and continuous evaluation) is NOT recoverable (except in exceptional and duly justified cases, the project grade may be recovered).  

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  • SE1. Participation in the activities proposed in the classroom 
  • E2. Individual and / or group work 
  • SE3. Exhibitions 
  • SE4. Final exam 



Malhotra, NK Market Research. A practical approach. 5º Editing. Published by Prentice Hall.

Talaya, Á. E., & Collado, AM (2014). Market research. Esic Editorial


(MNB) Malhotra, Naresh K. and David F Birks (2007) Marketing Research: An Applied Approach. Italy: Pearson / Prentice Hall.

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