Market Research

The classes of the academic semester are divided into three components:
Classes dedicated to the presentation of theoretical concepts and practical examples.
Classes dedicated to the use of software and construction of the questionnaire/data collection.
Classes dedicated to support in the simulation of a market study.
The classes will be interspersed in a sequence that optimizes the acquisition of skills.

The aim of this CU is for students to develop skills in designing and conducting market research and analyzing its results.
Within this framework, the following learning objectives are defined:
1. explain and relate the fundamental concepts and processes of market research.
2. Plan and carry out the stages of a market study.
3. Identify the potential biases and limitations of market research results.
4. Select the appropriate techniques and tools for data collection.
5. Apply appropriate multivariate statistical techniques and other techniques for classifying data.
6. Use software for statistical analysis.
7. Generate insights based on the results of the study.
8. Present and communicate the results obtained.

1. Introduction to Market Research and Applications
1.1. Definition, scope, and importance
1.2. Types of market research
1.3. Ethics
2. Research Design
2.1 Objectives and formulating hypotheses
2.2. Selecting research methods
3. Sampling Techniques
3.1 Sampling concepts: population, sample, and sampling frame
3.2. Sample size and avoiding bias
4. Data Collection Methods
4.1 Primary and secondary data
4.2. Data collection techniques
4.2. Designing questionnaires
5. Data Analysis
5.1. Data analysis and interpretation of results
6. Presenting Research Findings
6.1. Structuring and writing a market research report
6.2 Presenting insights to stakeholders
7. Technology and Market Research Trends
7.1. Emerging tools: AI, machine learning, and big data analytics
7.2. Ethical and legal challenges

NAO