| Center |
| Faculty of Economics |
| Departament |
| Marketing and Market Research |
| Lecturers in charge |
| I4336 - RAFAEL MARTIN CURRAS PEREZ |
| Met. Docent |
| Theoretical lecturers will be basically participative lecture. Highly recommended to make use of the bibliography provided, Internet addresses, case studies and readings. Practical part: active participation of the student will be the fundamental key to the development of the sessions. |
| Met. Avaluació |
| Written exam and a market research project |
| Bibliografia |
| Aedemo (2000). La Investigación en Marketing. Celeste ediciones, Madrid. Bigné, E.; Font, X. y Andreu, L. (2000). Marketing de Destinos Turísticos. Esic, Madrid Miquel, S.; Bigné, E.; Lévy, J.P.; Cuenca, A.C. y Miquel, M.J. (1997). Investigación de Mercados. McGraw-Hill, Madrid. Zikmund, W.G. (2003). Fundamentos de invesigación de mercados. 2ª edición. Thomson, Madrid. |
| Continguts |
| PART I. INTRODUCTION TO MARKETING RESEARCH IN TOURISM 1. Marketing research & tourism marketing 2. The marketing research process PART II. RESEARCH DESIGN & DATA COLLECTION 3. Sources of secondary data 4. Qualitative methods for data collection 5. Quantitative methods for data collection 6. Questionnaire design & measurement scales 7. Sampling and field work PART III. DATA PREPARATION DATA ANALYSIS 8. Data preparation & basic data analysis 9. Data analysis PART IV. REPORTING 10. Research Report |
| Objetius |
| To bring the student into contact with information related to market research, both in the theoretical as well as the practical dimension, as an instrument oriented towards the development of tourism marketing activity. The knowledge acquired in this subject is of vital importance in the training the future tourism professional and to his/her incorporation into the work force, which is increasingly requiring more and more specialists in this area. |
| URL de Fitxa |