General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 6

Teaching staff: 

Roberto Dopeso Fernandez
Vera Butkouksaya 

Teaching languages

  • Catalan
  • Spanish
  • 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
  • CB3. 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.

  • CB5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

Specific skills
  • CE2. Apply the principles of marketing and market research

  • CE5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

  • CE6. Synthesize and evaluate marketing strategies for the internationalization of business activity.

  • CE12. Apply the English language in different cultural environments of business negotiation.

General competencies
  • CG1. 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
  • CT4. Master computer tools and their main applications for ordinary academic and professional activity.

  • CT5. 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. 




  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

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 (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).  

Under no circumstances may students receive help from third parties for any course evaluation activity; and in case of occurrence the student will lose all the right to continue with the evaluations that remain of the asignatura. In case of not understanding of the resolution any activity of the evaluation, will be able to quote to the student later and realize him an oral examination on that one the activity of evaluation. Those questions that cannot be justified can be penalized in the note end.

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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