| Competences |
| Type A | Code | Competences Specific |
| A2 | Find, analyze and interpret quantitative and qualitative information of a financial, accounting, economic, social and legal nature that is relevant to the taking of business decisions. | |
| Type B | Code | Competences Transversal |
| B2 | Effective solutions to complex problems | |
| B6 | Clear and effective communication of information, ideas, problems and solutions in public or a specific technical field | |
| Type C | Code | Competences Nuclear |
| C3 | Be able to manage information and knowledge | |
| C4 | Be able to express themselves correctly both orally and in writing in one of the two official languages of the URV |
| Learning outcomes |
| Type A | Code | Learning outcomes |
| A2 |
Interpret results and draw correct conclusions for Presentation in a final report. Design market research. Choose the most appropriate analysis techniques for a given study and its results. | |
| Type B | Code | Learning outcomes |
| B2 |
Identify problems and take decisions to solve them. | |
| B6 |
Adapt their arguments to different groups and/or situations. | |
| Type C | Code | Learning outcomes |
| C3 |
Locate and access information effectively and efficiently. Critically evaluate information and its sources, and add it to their own knowledge base and system of values. Have a full understanding of the economic, legal, social and ethical implications of accessing and using information. | |
| C4 |
Produce oral texts that are appropriate to the communicative situation. Produce written texts that are appropriate to the communicative situation |
| Contents |
| Topic | Sub-topic |
| THEME 1. Commercial Research Foundations | 1.1. Marketing Management Information Requirements 1.2. Marketing information sources and systems 1.3. Organization of commercial research 1.4. Commercial Research Form 1.5. Limitations and ethics of commercial research |
| THEME 2. Qualitative research | 2.1. Factors to consider qualitative research 2.2. Qualitative research techniques 2.3. In-depth interview 2.4. Focus groups 2.5. Interpretation of results and decision making 2.6. Methodological innovations |
| THEMA 3. La investigació quantitativa | 3.1. Factors to consider quantitative research 3.2. Design Quantitative Studies 3.3. Sample Decision and Features 3.4. Sample and sample Selection |
| THEMA 4. Quantitative research techniques |
4.1. Survey typologies. 4.2. Design of the questionnaire. Scales and Encoding. 4.3. Observation and Experimentation 4.5. Panels and omnibus 4.6. Methodological innovations |
| THEME 5. Basic data analysis | 5.1. Plan of analysis and preparation of reports 5.2. Descriptive analysis 5.3. The tabulation process 5.4. Plot design |
| THEME 6. Commercial research applications | 6.1. Product/Concept Test 6.2. The estimate of market demand 6.3. Marking and Positioning Image Analysis 6.4. Market segmentation 6.5. Advertising Effectiveness 6.6.6. Customers' Satisfaction and fidelity 6.7. Basic Web Analytics 6.8. Social media information 6.9. Neuromarketing |
| Planning |
| Methodologies :: Tests | ||||||||||
| Competences | (*) Class hours |
Hours outside the classroom |
(**) Total hours | |||||||
| Introductory activities |
|
2 | 0 | 2 | ||||||
| IT-based practicals in computer rooms |
|
11 | 15 | 26 | ||||||
| Lecture |
|
25 | 51 | 76 | ||||||
| Practical cases/ case studies in the classroom |
|
6 | 0 | 6 | ||||||
| Debates |
|
3 | 0 | 3 | ||||||
| Problem solving, exercises in the classroom |
|
5 | 8 | 13 | ||||||
| Presentations / oral communications |
|
2 | 16 | 18 | ||||||
| Personal attention |
|
2 | 0 | 2 | ||||||
| Practical tests |
|
3 | 0 | 3 | ||||||
| Multiple-choice objective tests |
|
1 | 0 | 1 | ||||||
| (*) On e-learning, hours of virtual attendance of the teacher. (**) The information in the planning table is for guidance only and does not take into account the heterogeneity of the students. | ||||||||||
| Methodologies |
| Description | |
| Introductory activities | Activitats encaminades a prendre contacte i a recollir informació dels alumnes i presentació de l'assigantura |
| IT-based practicals in computer rooms | Aplicar, a nivell pràctic, part dels continguts de l'assignatura. S'utilitzarà el programa específic d'investigació de mercats per tal de fer el tractament i anàlisis de dades. |
| Lecture | Exposició del continguts en sesions teòriques |
| Practical cases/ case studies in the classroom | Durant el curs es plantejaran exercicis pràctics a l'aula que es treballaran a l'aula ordinària |
| Debates | Presentar diferents tòpics per tal de ser debatuts i valorats de forma coordinada |
| Problem solving, exercises in the classroom | Treballs Realització de tres exercicis coordinats, per tal de realitzar y desenvolupar les fases del procés metodològic d'investigació de mercats |
| Presentations / oral communications | Exposició oral per part dels estudiants sobre un tema concret. Poden realitzar-se de manera presencial, mitjançant una gravació de vídeo |
| Personal attention | Utilització de les hores d'atenció a l'alumne per resoldre qüetions i resoldre qualsevol dubte concret |
| Personalized attention |
| Description |
|
S’atendrà els estudiants en tutoria individualitzada i/o grupal per tal de resoldre possibles dubtes, consultes i altres qüestions relacionades amb l'assignatura. La tutoria podrà ser presencial i/o virtual prèvia cita amb el professor. |
| Assessment |
| Methodologies | Competences | Description | Weight | ||||
| IT-based practicals in computer rooms |
|
Use of different commercial research software. | 5% | ||||
| Problem solving, exercises in the classroom |
|
Proposals for different business problems and activities | 5% | ||||
| Presentations / oral communications |
|
Development and advocacy of Market Research (group) | 10% | ||||
| Practical tests |
|
Design Qualitative Study. personal interview (individual) Design Study Quantitative. Questionnaire (individual) |
30% |
||||
| Multiple-choice objective tests |
|
Test-type both theoretical and practical content of the subject | 50% | ||||
| Others |
| Other comments and second exam session | |||
|
First call: Continued evaluation by conducting a market research. Each of the practical tests and the test type test are compulsory with a minimum grade of 4 to average for the other tasks. Second call:Theoretical and practical examination. The toric part (40%) and the practical part (60%). On average, the two parts must be exceeded separately. |
|||
| Sources of information |
| Basic |
Silvia Villaverde Hernando, Silvia Villaverde, Abel Monfort, Abel Monfort de Bedoya, María Jesús Mer, Investigación de mercados en entornos digitales y convencionales una visión integradora, 2020, Esic Editorial
María Jesús Merino Sanz (coordinadora), Intorducción a la investigación de mercados, 2015, Esic Editorial
Juan Báez y Pérez de Tudela, Invetigación Cualitativa, 2009, Esic Editorial
Díaz de Rada Iguzquiza, Vidal, Diseño y Elaboración de Cuestionarios para la Investigación Comercial, 2001, Esic Editorial |
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| Complementary |
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| Recommendations |
(*)The teaching guide is the document in which the URV publishes the information about all its courses. It is a public document and cannot be modified. Only in exceptional cases can it be revised by the competent agent or duly revised so that it is in line with current legislation.