Marketing Research: An Introduction [2013/12] [eng]

AIMS:
To introduce the students with the marketing research process, stressing very specially  on the first steps. To show some guidelines for the use of marketing information as a valuable resource for the company.

CAPABILITIES AND COMPETENCES:
To get the necessary knowledge and abilities in order to gather and use information as a resource for finding-out business opportunities.
To become aware of the value of information as a valuable resource for the enterprise.
Among the generic competences, to gain abilities in order to apply correctly the data-gathering techniques taught in this subject.

PREREQUISITES:
In order to assimilate adequately the contents of this subject, it is advisable to have some notions of at least 6 credits (equivalent to 60 class hours) in each of the following subjects:
- Statistics: descriptive and inference (60 hours)
- Introduction to marketing management (60 hours)

DESCRIPTION:
Marketing managers need to understand how to to apply processes for data collection and analysis in a decision problem, or what is the most convenient decision among a set of possibilities according to the information available. For instance, determining the reason for which a new product is not having the estimated sales after its lauch, or how to characterize the potential customers in a market, how it can be segmented, etc are examples of problems requiring affordable, precise and up to date information. In this sense, Marketing Research is a compendium of techniques and procedures for social research that assists the management on: 1) the formulation of relevant questions regarding the information needed, 2) data collection, 3) analysis and conversion of data into relevant information, and 4) the prescription of the right decision, and its effects on the company.

UNITS:
Unit 1: The Marketing Information System and Marketing Research
Unit 2: The management of marketing information in a company
Unit 3: Qualitative techniques for data gathering and analysis
Unit 4: Quantitative data-gathering techniques
Unit 5: Questionnaire preparation
Unit 6: An introduction to sampling
Unit 7: The field-work and the preparation of data
Unit 8: An introduction to data analysis and the presentation of results

METHODOLOGY:
Unit materials reading and manual and textbook consulting.
Complementary reading.
Exercises. 

CHRONOGRAM:
Unit 1: 10 hours of theory + 8 hours of readings and exercises
Unit 2: 8 hours of theory + 6 hours of readings and exercises
Unit 3: 6 hours of theory + 4 hours of readings and exercises
Unit 4: 10 hours of theory + 6 hours of readings and exercises
Unit 5: 4 hours of theory + 3 hours of readings and exercises
Unit 6: 8 hours of theory + 6 hours of readings and exercises
Unit 7: 6 hours of theory + 4 hours of readings and exercises
Unit 8: 8 hours of theory + 6 hours of readings and exercises

BIBLIOGRAPHIC REFERENCES:
Basic references:
  MALHOTRA, Naresh K.; BIRKS, David F; WILLS, Peter (2012): Marketing Research. An Applied Approach. 4th Edition, Pearson (Harlow, England)
Complementary references:
  BRYMAN, Alan & BELL, Emma (2003): Business Research Methods, Oxford University Press (Oxford, England).
  CHURCHILL, Gilbert A. (Jr.) & IACOBUCCI, Dawn A. (2009): Marketing Research. Methodological Foundations. 10th Edition, South-Western (Mason, OH)
  DILLMAN, Don A.; SMYTH, Jolene D.& CHRISTIAN, Leah Melani (2009): Internet, Mail and Mixed-Mode Surveys. The Tailored Design Method, 3rd Edition, Wiley (Hoboken, NJ)
  SINCICH, Terry (1996): Business Statistics by Example, 5th Edition, Prentice Hall (Upper Saddle River, NJ)