Universidad Pública de Navarra - Nafarroako Univertsitate Publikoa

Module/Subject matter

Model: Marketing Fundamentals. Subject: Marketing Research.

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Contents

The course is divided into three parts.

Part I. The nature of marketing research.

Part II. Sources of information, scaling and sampling methods.

Part III. Data analysis techniques and marketing research cases.

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General proficiencies

GP01 - Analysis and synthesis skills

GP04 - Oral and written communication in a foreign language

GP06 - Ability to analyze and extract information from different sources

GP09 - Ability to work in team

GP14 - Critical and self-critical capacity

GP15 - Ethic behaviour

GP17 - Ability to learn independently

BC3 - That students have the ability to gather and interpret relevant data (usually within their area of study) to make judgments that include a reflection on relevant social, scientific or ethical issues.

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Specific proficiencies

SP02 - Identify relevant economic information and its content

SP03 - Derive from the data information relevant to the company that cannot be recognized by non-professionals

SP04 - Apply professional criteria and technical tools to solve business problems

SP05 - Issue advisory reports on specific situations of companies and markets

SP18 - Develop marketing policies that improve knowledge of the needs of consumers and raise their level of satisfaction

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Learning outcomes

R_MK_07. Understand the importance of information and market research in the decision-making processes undertaken by organizations.

R_MK_08. Understand the process of planning and executing market research.

R_MK_09. Be able to plan and execute market research.

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Methodology

Activity	Hours
Presential		60
Large group (Theory)	28
Small group (Practice)	28
Evaluation test	04
Non presential		90
Individual study	50
Preparation of individual or group practical activities	37
Assessment	03

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Languages

English.

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Evaluation

 

Learning outcome	Assessment activity	Weight (%)	It allows test resit	Minimum required grade
R_MK_07, RMK_08 and R_MK_09	Written tests/exams on the teaching material worked during the course.	50%	Recoverable with written exam.	Minimum required mark: 5 out of 10*
R_MK_07, RMK_08 and R_MK_09	Preparation and resolution of practical activities. Elaboration of marketing research studies.	35%	Not recoverable	No
R_MK_07, RMK_08 and R_MK_09	Practical activities and participation in discussion during presential sessions.	15%	Not recoverable	No

* If the student does not pass the "Written tests/exams on the teaching material worked during the course", the maximum final mark for the course will be 4,5 (fail).

 

 

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Agenda

PART I. The nature of marketing research

Lecture 1. Marketing research in companies

1.1. The marketing information system.

1.2. Concept of marketing research

1.3. Execution of a marketing research: internal or external execution

1.4. Marketing research in Spain. Current situation and trends.

1.5. Ethical and legal aspects of marketing research

Lecture 2. Marketing research as a process

2.1. Marketing research process

2.2. Error sources in a marketing research

2.3. Marketing research process and new technologies of information and communication

PART II. Sources of information, scaling and sampling methods.

Lecture 3. Secondary information sources

3.1. Internal secondary sources of information

3.2. External secondary sources of information

3.3 Evaluation of secondary sources of information

Lecture 4. Primary information sources: Qualitative sources and observation

4.1. Qualitative techniques

4.1.1. Focus group

4.1.2. Interviews

4.1.3. Projective techniques

4.1.4. Online qualitative techniques

4.2. Observation

Lecture 5. Sampling in exploratory studies

5.1. Sampling basic concepts

5.2. Stages of sampling selection

5.3. Non-probability sampling methods

Lecture 6. Primary information sources: surveys

6.1. Surveys. Concept and characteristics.

6.2. Types of surveys by how they are administered

6.2.1. Face to face surveys. Personal surveys.

6.2.2. Surveys with distance to the interviewer. Telephone surveys.

6.2.3. Self-administered surveys. Postal surveys.

Lecture 7. Measurement and scales of variables

7.1. Conceptual and operational definitions of variables

7.2. Types of scales. Primary scales.

7.3. Types of scales. Comparative and non comparative scales.

7.4. Itemized scales

Lecture 8. Questionnaire design

8.1. Information required by the questionnaire

8.2. Formulation of questions

8.3. Questionnaire structure, sequence and presentation

8.4. Testing a questionnaire

Lecture 9. Sampling and fieldwork in conclusive studies

9.1. Sampling basic concepts

9.2. Stages of sampling selection

9.3. Probability sampling methods

9.4. Planning and supervision of fieldwork

Part III. Data analysis techniques and marketing cases.

Lecture 10. Data analysis

10.1. Prior stages of data analysis. Data coding and questionnaire debug

10.2. Data analysis. Basic considerations for choosing technical data analysis.

10.3. Case studies. Univariate and bivariate analyses

Lecture 11. Presentation of results: the report

1. The report

2. The oral presentation

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Bibliography

Access the bibliography that your professor has requested from the Library.

Malhotra, N. K. (2007), Fundamentals of marketing research.

Malhotra, N.K. (2017), Marketing Research, an applied approach (5th edition).

Hair, J.F et al. (2007); Research methods for business.

Hair, J.F. et al. (2017); Essentials of Marketing Research.

Rosendo Ríos, V. and Pérez del Campo, E. (2013), Business research methods: theory and practice. Burns, Veeck and Bush (2017); Marketing Research.

Feinberg, Kinnear and Taylor (2013); Modern Marketing Research, Concepts, Methods and Cases.

Saunders, M., Lewis, P. and Thornhill (2003), Research methods for business students.

Chapman, C. and McDonnell, E. (2015), R for marketing research and analytics.

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Location

Campus de Arrosadía.

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