| Center |
| Faculty of Economics |
| Departament |
| Marketing and Market Research |
| Lecturers in charge |
| G8292 - ANTONIO CARLOS CUENCA BALLESTER |
| Met. Docent |
| Presentations by the lecturer with up-to-date examples, reading and studying by the students of the course book, solution of different exercises, development of two marketing surveys. |
| Met. Avaluació |
| The contents will be assesed by a final written examination. The theoretical part will account for 65% and the practical one will account for 35% of the overall grade. |
| Bibliografia |
| Malhotra, N.K. (2004): Basic Marketing Research. Prentice Hall. New Jersey. |
| Continguts |
| SECTION I. FOUNDATIONS OF MARKET RESEARCH Topic 1. Market research and marketing Topic 2. Market research process SECTION II. DESIGN, RESEARCH AND COLLECTION OF INFORMATION Topic 3. Qualitative methods of information collection. Topic 4. Quantitative methods of information collection Topic 5. Questionnaire Design (I): general position Topic 6. Questionnaire Design (II): measurement scales Topic 7. Sampling and field work. SECTION III. INFORMATION ANALYSIS Topic 8. Basic information analysis and variance analysis Topic 9. Multivariate analysis SECTION IV. ELABORATION OF THE REPORT Topic 10. Report preparation and presentation |
| Objetius |
| This course aims at providing the student knwoledge on marketing research. In doing so, it introduces the student into the marketing research process and its marketing implications in an organisation. This course also pursues to develop individual and team making abilities and to analyse different marketing situations. THE FULL PROGRAM CAN BE FOUND AD AN ATTACHED IN THE LAST PART OF THIS "FITXA TECNICA" |
| URL de Fitxa |