TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Mandatory

Coordinator: Alex Araujo Batlle

Trimester: Third term

Credits: 6

Teaching staff: 

Roberto Dopeso Fernandez

Skills

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_TUR_Turn an "empirical" problem into a research project and draw conclusions

Transversal competences

  • T1_TUR_Communicate properly orally and in writing in the two official languages ​​of Catalonia

  • T5_TUR_Domain computer tools and their main applications for ordinary academic and professional activity

  • T3_TUR_Form critical and well-argued reasoning, using accurate terminology, specialized resources, and documentation that supports these arguments

  • T6_TUR_Develop tasks autonomously with a correct organization and timing of academic work

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.

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.