Marketing Research

N/A

In this curricular unit the following teaching methodologies will be used

1) Expository, using the explanation of the programmatic content through audiovisual media

2) Active, through the analysis and resolution of practical cases.

At the end of the course unit the learner is expected to be able to

a) organise a research project in marketing, according to the stages that compose it

b) give due importance in scientific production to a theoretical frame of reference

c) master the techniques of exploration, collection and organization of theoretical information

d) organize empirical research based on the mastery of the main sampling techniques

e) implement the main quantitative and qualitative techniques of data collection

f) analyse and interpret the data obtained

g) prepare research reports and oral presentations of the main results

1.Marketing Research

1.1.Types, objectives and methods

2. Data sources

3. The problem definition in marketing

4. Qualitative studies

4.1 Desk research

4.2. Focus groups

4.3. Direct observation

4.4 Projective techniques

4.5. in-depth interviews

5. Quantitative studies

5.1. Questionnaire preparation process

5.2. Question structure

5.3. Measurement and scales

5.4. Pre-test

5.5. Quantitative data collection process

6. Statistical inference and research by sampling

7. SPSS

7.1 Descriptive statistics

7.2. analysis of variance

7.3 Hypothesis tests: parametric and non-parametric tests (statistical significance)

7.4. chi-square tests

7.5 Introduction to forecasting methods

7.5.1. Simple regression analysis and correlation analysis

8. The presentation of results

8.1. Building a research report

8.2 Structuring the research report

8.3. presentation of results

• - Test - 50.0%
• - Group work - 50.0%

• - Exam - 100.0%

NAO