Faculty of Economics and Business
BACHELOR´S DEGREE IN BUSINESS ADMINISTRATION Course
Market Research
Code
802290
Module
Marketing
Area
Commercial Management
Character
Compulsory Attendance
2.7
Credits
6
Non Attendance
3.3
Year
Third
Semester
6
MARKETING DEPARTMENT Coordinator: Jesús García de Madariaga
Department Professor
e-mail
Jesús García de Madariaga
[email protected]
SYNOPSIS BRIEF DESCRIPTION Market research is the activity that allows marketing actions to be tailored to consumer needs and characteristics. Therefore, marketing research plays an essential role in providing such accurate and useful information. PRE-REQUISITES Not applicable.
AIMS & OBJECTIVES By the end of the course the students are expected to be able to understand the concepts and principles underlying marketing research, the application of those concepts and principles in a variety of marketing research situations, the role of marketing research in informing businesses and use relevant mathematical, statistical and computing techniques to structure, analyze and interpret data generated by marketing research. The aim is to develop presentation skills, confidence, logical thinking and influencing skills. LEARNING OUTCOMES General: CG1: Solving problems ability. CG2: Capacity of analysis and synthesis.
Faculty of Economics and Business CG3: Organization and planning abilities. CG4: Communication and team work abilities. Cross-sectional: CT1: Information search ability. CT2: Ability to convey information in English. CT3: Ability to work in different environments. CT4: Ability to apply knowledge to business practice. CT5: The use of ICTs. Specific: CE2: To integrate in any functional area of a big or medium sized company or organization. CE3: To identify the relevant sources of information. CE6: To write advisory reports on specific situations of companies and markets CE7: To write Global Management proposals or of functional areas of the company
LEARNING METHODOLOGY A mixed methodology of teaching and learning will be used in all educational activities with the aim of encouraging students to develop a collaborative and cooperative attitude in the pursuit of knowledge. TOPICS COVERED (Syllabus) The Nature and Scope of Marketing Research. Marketing Research Process. Information Source. Qualitative research techniques. Observation. Panels. Surveys. Scales design and Questionnaires. Experimentation. Data Handling and Interpretation. Data Analysis % OF TOTAL CREDITS
ATTENDANCE
Lectures
20%
100%
Classes
20%
75%
Tutorials
6%
100%
Assessment activities
4%
100%
Homeworks and class assignments
20%
0%
Time to study
30%
0%
TEACHING ACTIVITIES
Faculty of Economics and Business
ASSESSMENT Examination
% Share of Final Grade
55%
At least two multiple choice quizzes with two essay questions will be given throughout the duration of the course (midterm exams).). Each one worth 6 % of the Total grade of the course. There will be one final exam consisting of 20 true or false questions (worth 20 percent of the final exam), 30 multiple-choice questions (worth 40 percent of the final exam), four short questions (worth 40 percent of the final exam). Minimum of 4 to compute the average with the rest of the grades
Comprehensive Cases
% Share of Final Grade
15%
The cases give the opportunity to examine issues and situations that have happened in real life that apply to the concepts of the chapter.
Class participation and preparation
% Share of Final Grade
5%
Students will be often put in challenging situations to make a presentation to their class group.
Final project
% Share of Final Grade
25%
The final project will consist of a written part and an oral presentation. Specifications will be given throughout the course.
ASSESSMENT CRITERIA Rating System: students will be graded according to the RD 1125/2003, of September 5, as follows (numerical scale of 0-10): - 0 to 4.9: Fail (Suspenso SS) - 5.0 to 6.9: Pass (Aprobado AP) - 7.0 to 8.9: B-Grade (Notable NT) - 9.0 to 10.0: A-Grade (Sobresaliente SB) The mention “Honours” will be awarded to students who have achieved a score equal to or greater than 9.0. A - MAY FINAL EXAM For those students who complete less that 20% of the required course work, and who do not take the final exam in May, they will receive a final grade of “incomplete” (No presentado). Otherwise, the student would be considered to have finished the course, the final grade being determined by performance on the semester course work, as outlined by the standard course rules B- RESIT FINAL EXAM If a student does not take the resit final exam approved by the Academic Secretary, a final grade of “incomplete” will be given, regardless of whether or not the required work has been completed. If the student takes the June final exam, the grade will be determined by performance on the semester course work, as outlined by the standard course rules. Continuous assessment in the extraordinary examination: in case one student has failed the ordinary examination, having attended the final exam and participated in the continuous assessment, the mark to be considered as continuous assessment for that extraordinary examination will be the final mark obtained in the ordinary examination.
Faculty of Economics and Business
TIMETABLE Number of weeks devoted to each topic 3
6
5
Seminar: 1 hour each 14 days
Topics 1. The Nature and Scope of Marketing Research 2. Marketing Research Process 3. Information Sources 4. Continuous Marketing Research 5. Qualitative research 6. Observation 7. Surveys 8. Scale design and Questionnaires 9. Experimentation 10. Introduction to Sampling 11. Data Handling 12. Data analysis and Report Practical work with real datasets
RESOURCES GENERAL BIBLIOGRAPHY • •
Malhotra, N. K. (2012): Basic Marketing Research. Approach, 4th Ed., Prentice Hall, USA Malhotra, N. K. (2010): Marketing Research. An applied orientation, 6th Ed., Prentice Hall, USA
FURTHER READING • • • •
Churchill G.A. (1995): Marketing Research: Methodological Foundations, Dryden Press, USA Hair, J F. (2006): Marketing Research Within A Changing Information Environment, McGraw Hill, USA Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin M. (2010): Business Research Methods. Canada: South-Western, Cengage Learning. http://www.esomar.org/
OTHER RESOURCES • • •
Virtual campus Course website Blogs and personal websites of other instructors
• Public databases that can be accessed through the Internet
Faculty of Economics and Business
