Marketing Research

Basic concepts in the field of strategic marketing.

The course adopts a theoretical-practical approach, combining the presentation of key marketing research concepts and methods with the analysis and discussion of real cases. Teaching will be geared towards applying content to concrete decision-making problems, using case studies, applied exercises and examples from traditional and digital contexts. 

Active student participation will be encouraged, as well as group work in applying research methodologies to real situations, promoting the development of critical thinking and the ability to transform data into insights relevant to marketing decision-making.

General objectives

Enable students to understand the strategic role of marketing research in decision-making, developing the ability to transform research results in traditional and digital contexts into actionable insights for defining marketing strategies.

 Skills to be developed:

By the end of the course, students should be able to:

Understand the concept and relevance of market research, recognising when, how and why it should be used in solving marketing problems.

Identify and apply key qualitative and quantitative market research methodologies and techniques, including research tools in a digital context.

Interpret data from traditional and digital sources, transforming research results into insights relevant to marketing decision-making.

1. Introduction to Marketing Research 

•Definition, scope and evolution of marketing research

 •The role of marketing research in decision-making

 2. The Marketing Research Process and Design 

•Stages of the research process 

•Defining the problem, objectives and research approach

•Types of research design

3. Secondary data and marketing intelligence 

•Internal and external data sources

•Digital data and information platforms

•Quality and limitations of secondary data

4. Data collection methods and techniques 

•Qualitative and quantitative research

•Surveys, interviews, focus groups and panels

•Data collection techniques in a digital environment

5. Analysis, interpretation and communication of results 

•Analysis of qualitative and quantitative data

•Generation of marketing insights

•Preparation and presentation of the research report

6. Marketing research in international contexts

•Specificities of international marketing research

•Cultural and methodological issues and comparability of data

The course adopts a continuous assessment system, which comprises group work (50%), individual work (40%) and participation in activities carried out during the sessions (10%).

In the final examination, assessment consists of a written test (50%) and an individual assignment, with equal weighting (50%), focusing on the course content. The assignment will be provided in advance by the lecturer on the platform.

NAO