Marketing Research

The teaching methodology will be based on theoretical exposition of the concepts and methodologies,
together with practical applications with SPSS. Assessment based on final exam and periodic delivery
reports.

(i) Students will be able to integrate the overall strategy of the company when making a mission or manage
a service
(ii) Students will acquire a mastery of advanced techniques for collecting and processing data in
conducting a marketing plan

1. Doing a panel study analysis Panels of consumers and distributors; panels data analysis; applications
with consumers and distributors panels; mixed panels
2. Doing a qualitative analysis. Characteristics of qualitative studies; individual qualitative techniques;
analysis of qualitative / group of technical data; Group techniques; projective techniques
3. Driving and analysis of qualitative surveys Approach to multivariate analysis and its connection with the
segmentation and positioning; factorial analysis and interpretation in the context of positioning; cluster
analysis and interpretation of consumers in the context of segmentation; factor analysis for non-metric
variables (simple and multiple correspondence analysis) and its interpretation in the context of positioning.

NAO

Churchill G. and Jacobucci, D. (2010), Marketing research, methodological foundations. South-western
Cengage Learning.
Kent R. (2007), Marketing Research. Ed Thomson Learning, London
Malhotra N. and Birks D. (2007), Marketing research, an applied approach. Prentice-Hall, Pearson
Education.