Consumer and Market Research
Code: 103150 ECTS Credits: 6| Degree | Type | Year |
|---|---|---|
| 2501935 Advertising and Public Relations | OT | 4 |
Contact
- Name:
- Elaine Aparecida Lopes Da Silva
- Email:
- elaine.lopes@uab.cat
Teaching groups languages
You can view this information at the end of this document.
Prerequisites
There are no prerequisites.
Objectives and Contextualisation
The subject is part of the subject Research in Communication, together with the subject Research Methods in Communication.
Learning objectives of the subject:
1. To provide students with a global vision, from a scientific point of view, of market and consumer research techniques (quantitative and qualitative).
2. Review the basic and most commonly used methods in market and consumer research, in the advertising communication industry and market research.
3. Train the student to use and apply any research method autonomously, from its review and study and the development of laboratory practices.
Learning Outcomes
- CM18 (Competence) Plan market studies and research in the field of persuasive communication for social transformation and in line with the SDGs.
- KM24 (Knowledge) Identify the main quantitative and qualitative research techniques for the study of markets and consumers when planning persuasive communication campaigns.
- SM17 (Skill) Operate using the most appropriate methodology according to the questions or hypotheses posed in research on persuasive communication.
- SM19 (Skill) Defend the methodology, results, and conclusions of a communication research project orally and in writing, using effective and inclusive language.
Content
- Characteristics of the scientific method, its application to the problems of advertising research and markets.
- Commercial research and its context: marketing and commercial research.
- Statistics, demography, psychology, sociology, comunicology and scientific method as frames of reference for market research.
- The approach to research problems:
- Common problems in market research:How should our brand / product / service be presented to the consumer?
- Can the market be organized into groups of homogeneous consumers?
- What does the consumer think of our brand?
- How are the products used?
- How to modify the perception of our brand by consumers?
- What is our ideal price?
- How are our customers?
- How can we communicate with our customers?
- The selection and delimitation of a problem
- The object of study in commercial research:
- Product / service / brand, population or messages?
- Universe, population, sample and sampling
- Group dynamics and projective techniques.
- The objectives of a group dynamics.
- Organization and structure of the group.
- The functioning of group dynamics.
- Analysis and interpretation of data.
- Projective techniques
- Depth interview.
- Characteristics of the interview in depth.
- Types of interviews.
- Analysis and interpretation of data.
- Ethnographic studies.
- Types of ethnographic observation
- Methodological aspects.
- Pseudo-purchase and mysterious purchase.
- Surveys
- Dimensionalization
- Preparation of questionnaires.
- Types of surveys.
- Approach based on homogeneity (probabilistic, not probabilistic).
- Sample theory.
- Online research techniques.
- Functioning,organization, and usual tasks in a market research company.
Activities and Methodology
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Resolution of cases in the classroom | 37.5 | 1.5 | KM24, SM17, SM19, KM24 |
| Theory sessions | 15 | 0.6 | CM18, KM24, SM17, SM19, CM18 |
| Type: Supervised | |||
| Group tutorials | 7.5 | 0.3 | CM18, KM24, SM17, SM19, CM18 |
| Type: Autonomous | |||
| Preparation of works (presentation in class and written memory) | 42.5 | 1.7 | CM18, KM24, SM17, SM19, CM18 |
| Research, readings, synthesis test preparation | 40 | 1.6 | CM18, KM24, SM17, CM18 |
The subject will be developed in two parallel, articulated and complementary lines:
a) The linear review of a set of basic contents on scientific method and applied research techniques.
b) Work on a specific research problem focused on the objectives of promotion and sale of a specific product or service.
While theoretical sessions review conceptual models and research techniques, in practical sessions, students will progress in a parallel and consistent way in the approaches and the evolution of the investigation of a specific case of reference (real or simulated) , on which all the acquired knowledge will be applied.
The students will be organized in groups. Each group will work on the case from a specific and differentiated perspective, agreed between the professor and the group itself. In each group, students will be organized into roles and will specify the tasks assigned to each member. Each and every one of the tasks developed must be signed by the students who made them.
The subject will be complemented with seminars in which professionals of the sector will explain their working methods.
The calendar will be available on the first day of class. Students will find all information on the Virtual Campus: the teaching materials, and any necessary information for the proper follow-up of the subject.
The proposed teaching and assessment methodology that appear in the guide may be subject to changes as a result of the restrictions to face-to-face class attendance imposed by the health authorities.
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Assessment
Continous Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Practices | 10% | 0.5 | 0.02 | CM18, KM24, SM17, SM19 |
| Presentation and preparation of the first research report | 30% | 2 | 0.08 | CM18, KM24, SM17, SM19 |
| Presentation and preparation of the second research report | 30% | 3 | 0.12 | CM18, KM24, SM17, SM19 |
| Written synthesis test | 30% | 2 | 0.08 | CM18, KM24, SM17 |
Continuous evaluation
The final grade will be obtained from the sum of the percentages corresponding to the four evaluated items. To pass the subject, the sum of the four items must reach 5:
- Presentation and preparation of the first research report: 30% of the final mark.
- Presentation and preparation of the second research report: 30% of the final mark.
- Practice in class: 10% of the final grade. These practices are support for the research work (first report and second report) Attendance at the work follow-up tutorials and delivery of the practices are mandatory in each session.
- Written synthesis test: 30% of the final grade.
Single evaluation
The final grade will be obtained from the sum of the percentages corresponding to the four evaluated items. To pass the subject, the sum of the four items must reach 5:
- Course work. Preparation of the first research report: 30% of the final mark.
- Course work. Preparation of the second research report: 30% of the final mark.
- Practical case resolution test: 10% of the final mark.
- Written synthesis test: 30% of the final grade. The exam model is different from that of continuous assessment.
Recovery: Continuous evaluation.
Students will have the right to retake the subject if they have been assessed for the set of activities whose weight is equivalent to a minimum of 2/3 of the subject's total grade.
The following activities can be recovered:
- Presentation and preparation of the first research report.
- Presentation and preparation of the second research report:
- Written synthesis test.
Recovery: Single evaluation.
Students will have the right toretake the subject if they have been assessed for the set of activities whose weight is equivalent to a minimum of 2/3 of the subject's total grade.
The following activities can be recovered:
- Course work. Preparation of the first research report.
- Course work. Preparation of the second research report.
- Written synthesis test.
Plagiarism
In the event that the student commits any irregularity that could lead to a significant variation in the grade of an assessment act, this assessment act will be graded with 0, regardless of the disciplinary process that may be instituted. In the event that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.
Bibliography
Alvarez-Gayou,J.L. Cómo hacer investigación cualitativa: fundamentos y metodología México, Paidós.2003
Báez, Juan. Investigación Cualitativa. ESIC. 2007
Grande I y E.Abascal. Fundamentos y técnicas de investigación comercial, ESIC. 8ª ed. 2006
Grande, Ildefonso y Abascal Elena. Análisis de Encuestas, ESIC 2005
Krippendorff, Klaus: Metodología de análisis de contenido: teoría y práctica. Barcelona. Paidós, 1990
Luque Martinez L. Técnicas de análisis de datos en investigación de mercados, Pirámide 2.000
Malhotra, Naresh K., Investigación de mercados. Quinta edición México. 2008
Martinez ,Pepe. Cualitativa-mente. Los Secretos de la Investigación Cualitativa. ESIC
Merino, M.Jesús y Yaguez, Estefanía. Nuevas tendencias en investigación y Marketing.ESIC.2012
Olabuenaga, Ruiz J.I. Metodología de la Investigación cualitativa Ed. Deusto 5º ed. 2012
Pedret R, Camp F,Sagnier L. La investigación Comercial. Colección Management, DEUSTO 2007
Strauss A,y Corbin J, Basic of qualitative research: Grounded theory procedures and techniques, Londres, Sage.1998
Soler, Pere: Investigación de mercados. Principios básicos. Universidad Autónoma de Barcelona. Facultad de Ciencias de la Comunicación. 2001.
Software
No software is necessary.
Language list
| Name | Group | Language | Semester | Turn |
|---|---|---|---|---|
| (PLAB) Practical laboratories | 51 | Spanish | first semester | afternoon |
| (SEM) Seminars | 51 | Spanish | first semester | afternoon |
| (TE) Theory | 5 | Spanish | first semester | afternoon |