TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Mandatory

Coordinator: Judith Turrión Prats

Trimester: Second term

Credits: 6

Teaching staff: 

Roberto Dopeso Fernandez

Academic year: 2024

Teaching course: 3

Languages ​​of instruction

  • 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.

Competencies / Learning Outcomes

Basic skills

  • CB1. That students have demonstrated knowledge and understanding 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.

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

Specific skills

  • CE4. Turn an "empirical" problem into a research project and draw conclusions.

General competencies

  • CG2. Be able to generate ideas and solve problems, both individually and collectively.

  • CG3. Be able to innovate by developing an open attitude to change and be willing to reevaluate old mental models that limit thinking.

  • CG4. Be able to 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 Tourism and Leisure Management contribute to train citizens for a just, democratic society based on a culture of dialogue and peace.

Transversal competences

  • CT5. Master the main applications of computer tools and new technologies for ordinary academic activity.

  • CT6. Carry out tasks autonomously with the correct organization and timing of academic work.

  • CT1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

  • CT2. Show willingness to learn about new cultures, experiment with new methodologies and encourage international exchange.

  • CT3. Formulate critical and well-argued reasoning, using precise terminology, specialized resources and documentation to support these arguments.

  • CT4. Demonstrate entrepreneurial leadership and leadership skills that build personal confidence and reduce risk aversion.

  • CT7. Develop the ability to assess inequalities due to sex and gender to design solutions.

Presentation of the subject

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. 

 

 

Contents

  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

Activities and 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 

REFERENCES

Basic

Malhotra, Naresh K. (5th ed.). Market research: A practical approach. Prentice Hall.

Talaya, Álvaro E., & Collado, Antonio M. (2014). Market research. ESIC Publishing.

Complementary

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

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