| Center |
| Faculty of Economics |
| Departament |
| Marketing and Market Research |
| Lecturers in charge |
| G8292 - ANTONIO CARLOS CUENCA BALLESTER |
| Met. Docent |
| Attendance at theory class and active participation in group work Coordinator: Joaquín Aldás Manzano |
| Met. Avaluació |
| Final examination and project work |
| Bibliografia |
| Temas del 1 al 7 y tema 11: Miquel, S.; Bigné, E.; Lévy, J-P.; Cuenca, A.C. y Miquel, Mª.J. (1997) Investigación de Mercados. McGraw Hill, Madrid. Tema 8: Zikmund, W.G. (2003): Fundamentos de investigación de mercados. Madrid: Thomson. Temas 9 y 10: Apuntes proporcionados por el profesor. |
| Continguts |
| The generic objective of the present program is to provide the student with the relative knowledge with regard to the investigation of markets, so much in its theoretical dimension as practice, using instruments aimed towards the development of marketing actions. The program of the subject is the following : Topic 1. Market investigation and marketing Topic 2. The market investigation process Topic 3. Qualitative methods of collection of information Topic 4. Quantitative methods of collection of information Topic 5. Questionnaire design (I): general Position Topic 6.Questionnaire design (II): measurement scales Topic 7. Sampling and field work. Topic 8. Internet and market investigation . Topic 9. Basic information analysis and variance analysis Topic 10. Application of the analysis of main components, simple correspondence analysis and cluster analysis. Topic 11. Elaboration of the report For more information refer to the webpage of the Faculty of Economics (Studies, Programs) |