General information


Subject type: Mandatory

Coordinator: Alex Araujo Batlle

Trimester: Third term

Credits: 6

Teaching staff: 

Roberto Dopeso Fernandez

Teaching languages


100% English

Skills


Basic skills
  • CB2. That students know how to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the development and defense of arguments and problem solving within their area of study.

  • 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.

  • CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills
  • CE1. Interpret basic economic concepts and economic reasoning, as well as microeconomic and macroeconomic functioning.

  • CE2. Define company policy in international environments and instill a global and international dimension in business.

  • CE3. Analyze and evaluate the financial statements, evaluate the economic performance and prepare financial reports.

  • CE4. Evaluate and define the personnel policies of a company or business organization, select work teams, define profiles and establish staffing needs.

  • CE5. Analyze business contexts, identify markets and customers, and establish marketing strategies through the use of advanced and innovative techniques.

  • CE6. Interpret legal regulations and institutional organization and manage business information.

  • CE7. Develop projects and proposals for innovative companies.

  • CE8. Organize the productive operations of the company.

  • CE9. Use mathematical tools and advanced statistical tools for decision making.

  • CE10. Recognize and understand the mechanisms of innovation and entrepreneurship and develop a business idea.

  • CE11. Analyze and evaluate the scientific-technological and economic environment, to look for innovative opportunities and establish necessary processes to adapt the organization.

  • CE12. Generate strategic skills considering the environment as a project.

  • CE13. Create connections between people, collaborators, and companies by connecting people who under normal circumstances would not match.

  • CE14. Identify emerging sectors and business innovation strategies.

  • CE15. Gather and interpret data to make judgments that include reflection on relevant business issues.

  • CE16. Communicate properly orally and in writing in at least one third foreign language.

  • CE1. Interpret the principles of tourism in terms of its spatial, social, cultural, political, labor and economic dimension and identify the types of tourist spaces and destinations and the main tourist agents that operate in them, both public and private.

  • CE2. Analyze the impacts generated by tourism in its economic, social and environmental aspects and provide innovative solutions.

  • CE3. Analyze the main political-administrative structures of tourism and interpret the legal framework that regulates tourism activities.

  • CE5. Apply a strong customer service orientation and handle communication techniques.

  • CE6. Evaluate the tourism potential and the prospective analysis of its exploitation through innovative management models.

  • CE7. Analyze, synthesize and critically summarize the economic-patrimonial information of the tourist organizations.

  • CE8. Direct different types of tourism entities defining objectives, strategies, commercial policies and managing financial resources.

  • CE9. Work in different cultural media, providing solutions to the different problems that arise.

  • CE10. Gather and interpret significant data to make judgments that include a reflection on relevant business issues and be able to prepare a document that allows the transmission of information or an innovative business proposal in the field of tourism.

  • CE11. Manage tourist tourist areas in accordance with the principles of sustainability.

  • CE12. Master the operating procedures of accommodation, catering and tourism intermediation companies.

  • CE13. Interpret the strategy, objectives and public instruments of tourism planning.

  • CE14. Recognize and apply information and communication technologies (ICT) in the different areas of the tourism sector.

  • CE15. Interpret a public plan in the field of tourism and the opportunities that arise for the private sector.

  • CE16. Plan and manage the human resources of tourism organizations.

  • CE17. Recognize details of the operation of destinations, tourist structures and their business sectors worldwide.

  • CE18. Understand the characteristics of cultural heritage management and be able to develop innovative initiatives for its enhancement as a tourist attraction.

  • CE19. Detect the needs for the technical planning of tourist infrastructures and facilities.

  • CE20. Communicate properly orally and in writing in at least one foreign language.

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.

  • CG2. Be able to innovate by developing an open attitude towards change and be willing to re-evaluate old mental models that limit thinking.

  • CG3. 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.

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

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

  • CT5. Develop tasks applying the acquired knowledge with flexibility and creativity and adapting them to new contexts and situations.

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

Description


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

NOTE: This subject has methodological and digital resources to make possible its continuity in non-contact mode in case it is 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.

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
  • Pose, 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.

Contents


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

Basics

• 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:

- Continuous Assessment (Theoretical Exercises, Practical Cases, Reading Control, Article Discussion and Class Participation) 40%

- Final Work 30% (Written Report 20%, Final Presentation 10%)

- 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.

REFERENCES


Basic

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

Malhotra, Naresh K. (2007) Marketing Research: An Applied Orientation. Upper Saddle River, NJ: Pearson / Prentice Hall.

Complementary

Gordon, Wendy, and Roy Longmaid (1988). Qualitative Market Research: A Practioner's and Buyer's Guide. Aldershot: Gower.

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