| Educational guide Faculty of Business and Economics |
english |
| Bachelor's Degree in Business Administration and Management (2009) |
 Subjects |
| MARKET RESEARCH AND APPLICATIONS |
| Contents |
| IDENTIFYING DATA | 2023_24 |
| Subject | MARKET RESEARCH AND APPLICATIONS | Code | 16214116 | |||||
| Study programme |
|
Cycle | 1st | |||||
| Descriptors | Credits | Type | Year | Period | ||||
| 6 | Compulsory | Third | 1Q |
|||||
| Competences | Learning outcomes | Contents |
| Planning | Methodologies | Personalized attention |
| Assessment | Sources of information | Recommendations |
| Topic | Sub-topic |
| THEME 1. Commercial Research Foundations | 1.1. Marketing Management Information Requirements 1.2. Marketing information sources and systems 1.3. Organization of commercial research 1.4. Commercial Research Form 1.5. Limitations and ethics of commercial research |
| THEME 2. Qualitative research | 2.1. Factors to consider qualitative research 2.2. Qualitative research techniques 2.3. In-depth interview 2.4. Focus groups 2.5. Interpretation of results and decision making 2.6. Methodological innovations |
| THEMA 3. La investigació quantitativa | 3.1. Factors to consider quantitative research 3.2. Design Quantitative Studies 3.3. Sample Decision and Features 3.4. Sample and sample Selection |
| THEMA 4. Quantitative research techniques |
4.1. Survey typologies. 4.2. Design of the questionnaire. Scales and Encoding. 4.3. Observation and Experimentation 4.5. Panels and omnibus 4.6. Methodological innovations |
| THEME 5. Basic data analysis | 5.1. Plan of analysis and preparation of reports 5.2. Descriptive analysis 5.3. The tabulation process 5.4. Plot design |
| THEME 6. Commercial research applications | 6.1. Product/Concept Test 6.2. The estimate of market demand 6.3. Marking and Positioning Image Analysis 6.4. Market segmentation 6.5. Advertising Effectiveness 6.6.6. Customers' Satisfaction and fidelity 6.7. Basic Web Analytics 6.8. Social media information 6.9. Neuromarketing |
