Market Research I
Code: 102355 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501572 Business Administration and Management | OB | 3 | 2 |
Contact
- Name:
- Josep Rialp Criado
- Email:
- Josep.Rialp@uab.cat
Use of Languages
- Principal working language:
- spanish (spa)
- Some groups entirely in English:
- Yes
- Some groups entirely in Catalan:
- No
- Some groups entirely in Spanish:
- Yes
Teachers
- Maria Teresa Obis Artal
- Monica Roca Batlle
- Giuseppe Lamberti
- Laura Victoria Isierte Moreno
Prerequisites
There are not special prerequisites.
Mandatory subject for the new study plan 1416 (ADE), 1417 (ADE English). For the study plan 950 (ADE), 1102 (ADE English) is optional in the first semester.
Objectives and Contextualisation
This course presents commercial research projects as the most common tool for obtaining information in order to reduce the uncertainty inherent in any decision process in the commercial area of the company. Different components of research projects are presented. Specifically, we analyze how to perform an experiment, a structured survey or a qualitative research, as well as the computer processing of surveys and how to obtain, choose and exploit secondary data. Students will learn how to use these techniques and, therefore, they will be able to apply them to other areas beyond marketing. In addition, standard techniques and tests used specifically in marketing research are discussed, for example concept test, product test and/or communication test. This subject does not forget the relevance of new technologies of information and communication (internet, mobile, social networks) for research to facilitate the development of projects.
Competences
- Capacity for adapting to changing environments.
- Capacity for independent learning in the future, gaining more profound knowledge of previous areas or learning new topics.
- Capacity for oral and written communication in Catalan, Spanish and English, which enables synthesis and oral and written presentation of the work carried out.
- Demonstrate initiative and work individually when the situation requires it.
- Demonstrate knowledge of the processes for the implementation of company strategies.
- Organise the work in terms of good time management, organisation and planning.
- Select and generate the information necessary for each problem, analyse it and take decisions based on that information.
- Value ethical commitment in professional practice.
- Work well in a team, being able to argue proposals and validate or reject the arguments of others in a reasoned manner.
Learning Outcomes
- A capacity of oral and written communication in Catalan, Spanish and English, which allows them to summarise and present the work conducted both orally and in writing.
- Assess ethical commitment in professional activity.
- Capacity to adapt to changing environments.
- Capacity to continue future learning independently, acquiring further knowledge and exploring new areas of knowledge.
- Demonstrate initiative and work independently when required.
- Organise work, in terms of good time management and organisation and planning.
- Perform an analysis of the market and of competitive structures, and determine a strategic diagnosis for the company.
- Select and generate the information needed for each problem, analyse it and make decisions based on this information.
- Work as part of a team and be able to argue own proposals and validate or refuse the arguments of others in a reasonable manner.
Content
INTRODUCTION TO MARKET RESEARCH
Decision process and relation with Market Research.
Market Research purposes, content and scope.
Organization of Market Research. Problem definition and research design
RESEARCH PROJECT
Market Research project steps.
Information sources: secondary and primary.
Primary sources:
Quantitative Research
Surveys (questionnaire, variables, scales, types of surveys, sampling)
Observation
Experiments
Qualitative Research
In-deep interviews, Focus Groups, Projective Techniques
MARKETS RESEARCH APPLICATIONS
Concept test.
Product and package tests.
Brand name and logo test.
Image and positioning.
Communication tests (advertising pre- and post-test).
Audience research
Price test
TABULATION AND SURVEY ANALYSIS
Introduction to computer packages (JMP).
Capturing information
Summarizing information
Descriptive analysis
Bivariate analysis (relation between two variables)
Segmentation and typology
Results presentation
Methodology
Theoretical and practical sessions will be combined. Relevant concepts of market research will be developed using real world examples. Students will work cases in practical sessions where they will have to propose market research projects, summarize information and provide interpretations of the relationship between variables. Sessions in computer room will be combined with sessions in regular rooms.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Masterly session, case discussions and presentations | 33 | 1.32 | 7 |
| Type: Supervised | |||
| Tutorials and supervision of tasks and assigned cases | 35.5 | 1.42 | 7 |
| Type: Autonomous | |||
| Readings, cases preparation, study and framework elaboration | 65 | 2.6 | 7 |
Assessment
Continuous evaluation. Comprising:
1. Two deliveries. The delivery dates will be announced in advance in the virtual campus of the subject, and they will be related to the content addressed in the sessions. Continuous monitoring of the virtual campus is recommended. The exercises / cases are carried out in groups (the recommended size of the group is 4 students). This part represents 30% of the note and all the deliveries have the same weight.
2. Tests of the first part of the course. There will be two tests related to the first part of the course. Moddle classroom will be used for doing the tests and their programming will be posted in the moddle classroom, so we recommend a continuous monitoring of it. This part represents 30% of the final course grade and the tests will have the same weight.
3. Tests of the second part of the course. There will be two tests related to the second part of the course. Moddle classroom will be used for doing the tests and their programming will be posted in the moddle classroom, so we recommend a continuous monitoring of it. This part represents 30% of the final course grade and the tests will have the same weight.
A minimum score of 5 must be obtained in the average of the individual tests to perform all the weights. If the average grade of individual tests is between 3.5 and 4.9 the student will have to perform the re-evaluation to pass the subject.
Attendance and participation in 80% or more of the classes contributes 10% of the final mark.
A student is considered "Not evaluable" to the subject when she/he has not participated in any of the assessment activities or if she/he communicates that she/he leaves the subject before the 8 week of the course.
Calendar of evaluation activities
The dates of the evaluation activities (midterm exams, exercises in the classroom, assignments, ...) will be announced well inadvance during the semester.
The date of the final exam is scheduled in the assessment calendar of the Faculty.
"The dates of evaluation activities cannot be modified, unless there is an exceptional and duly justified reason why an evaluation activity cannot be carried out. In this case, the degree coordinator will contact both the teaching staff and the affected student, and a new date will be scheduled within the same academic period to make up for the missed evaluation activity." Section 1 of Article 115. Calendar of evaluation activities (Academic Regulations UAB). Students of the Faculty of Economics and Business, who in accordance with the previous paragraph need to change an evaluation activity date must process the request by filling out an Application for exams' reschedule https://eformularis.uab.cat/group/deganat_feie/application-for-exams-reschedule
Grade revision process
After all grading activities have ended, students will be informed of the date and way in which the course grades will be published. Students will be also be informed of the procedure, place, date and time of grade revision following University regulations.
Retake Process
"To be eligible to participate in the retake process, it is required for students to have been previously been evaluated for at least two thirds of the total evaluation activities of the subject." Section 3 of Article 112 ter. The recovery (UAB Academic Regulations). Additionally, it is required that the student to have achieved an average grade of the subject between 3.5 and 4.9.
The date of the retake exam will be posted in the calendar of evaluation activities of the Faculty. Students who take this exam and pass, will get a grade of 5 for the subject. If the student does not pass the retake, the grade will remain unchanged, and hence, student will fail the course.
Irregularities in evaluation activities
In spite of other disciplinary measures deemed appropriate, and in accordance with current academic regulations, "in the case that the student makes any irregularity that could lead to a significant variation in the grade of an evaluation activity, it will be graded with a 0, regardless of the disciplinary process that can be instructed. In case of various irregularities occur in the evaluation of the same subject, the final grade of this subject will be 0". Section 10 of Article 116. Results of the evaluation. (UAB Academic Regulations).
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| First delivery | 15 | 5 | 0.2 | 3, 1, 4, 5, 6, 7, 9, 2 |
| Presence | 10 | 0 | 0 | 3, 1, 4, 5, 6, 7, 8, 9, 2 |
| Second delivery | 15 | 5 | 0.2 | 3, 1, 4, 5, 6, 7, 8, 9, 2 |
| Test first part | 30 | 3 | 0.12 | 3, 1, 4, 5, 6, 7, 8, 2 |
| Test second part | 30 | 3.5 | 0.14 | 3, 1, 4, 5, 6, 7, 8, 2 |
Bibliography
BURNS, A.C. & BUSH, R.F. (2010): "Marketing Research, 6/E". Prentice Hall.
CARVER, R. (2010): “Practical Data Analysis with JMP”. SAS Press.
FEINBERG, F.M.; KINNEAR, T.C AND TAYLOR, J. R. (2012). “Modern Marketing Research: Concepts, Methods, and Cases”. Second Edition, published by Cengage Learning.
HAIR, JR., J.F.; WOLFINBARGER, M.; ORTINAU, D.J.; BUSH, R. (2012): “Essentials of Marketing Research”, 3rd (third) McGraW-Hill.
LEHMAN, A.; O'ROURKE, N.; HATCHER, L.; STEPANSKI, E.J. (2013): “JMP® for Basic Univariate and Multivariate Statistics: Methods for Researchers and Social Scientists”, Second Edition. SAS Institute. April
MALHOTRA, N.K. (2012): "Basic Marketing Research, 4/E". Prentice Hall.
Internal notes (available in the moddle areas).