Código: 26967 Licenciatura: GMARKE30 Curso: 3º Licenciatura: GADEMP30 Curso: 4º Línea Curricular: Dir.Comercial Cuatrimestre: 1º Créditos: 6 Facultad de Ciencias Económicas y Empresariales Ekonomi Eta Enpresa Zientzien Fakultatea Programa de la Asignatura MARKETING RESEARCH: AN INTRODUCTION Año Académico 2014/2015 Grado en Administración y Dirección de Empresas Línea Curricular/Tipo de Asignatura Optativa de especialidad. Curso 4º Grado en Marketing Línea Curricular/Tipo de Asignatura Obligatoria. Curso 3º Departamento Economía Financiera II (Economía Financiera y Contabilidad, Comercialización e Investigación de Mercados) Teaching staff for the 2014/15 term: 1. JON CHARTERINA-ABANDO Aims of the subject: To introduce the students with the marketing research process, stressing very specially on the first steps. To understand some guidelines about the use of marketing information as a valuable resource for the company. Structure of the programme: Unit 1: The Marketing Information System and Marketing Research 1.1.- Concept and components of a Marketing Information System 1.1.1.- Introduction. The Information systems in an organization 1.1.2.- Definition and elements of a MIS 1.2.- The Internal Data Sub-system 1.3.- The Marketing Intelligence Sub-system 1.3.1.- Definition and importance 1.3.2.- Organization and functioning 1.4.- The Marketing Information Sub-system 1.4.1.- Definition 1.4.2.- Aims and general conditions 1.4.3.- Generic types of marketing research works. Main applications 1.4.4.- Organization and functioning 1.4.5.- The marketing research process 1.5.- The Marketing Decision Support Sub-system 1.6.- Case study Unit 2: The management of marketing information in a company 2.1.- Classification of data. Sources of information 2.2.- Data-base preparation and management 2.3.- The use of Web 2.0 resources as a tool for marketers 2.4.- Ethics and legislation regarding data-gathering, analysis and diffusion of market information Unit 3: Qualitative techniques for data gathering and analysis 3.1.- Why use qualitative techniques 3.2.- Qualitative techniques for data gathering and analysis 3.2.1.- In-depth interviews 3.2.2.- Focus groups 3.2.3.- Projective techniques Unit 4: Quantitative data-gathering techniques 4.1.- Definition and general classification 4.2.- The cross-section data gathering techniques 4.2.1.- Cross-section data gathering techniques with the collaboration from individuals 4.2.2.- Cross-section data gathering techniques without the collaboration from individuals 4.3.- Long-section data gathering techniques 4.3.1.- Data-gathering techniques from the demand 4.3.2.- Data-gathering techniques from the offer Unit 5: Questionnaire preparation 5.1.- Introduction. General conditions for a good questionnaire 5.2.- Questionnaire design process 5.3.- Classification of scales 5.4.- Marketing research and attitude measurement Unit 6: An introduction to sampling 6.1.- Convenience and limitations of sampling techniques 6.2.- The sampling process 6.3.- Simple Random Sampling (SRS) 6.3.1.- Definition and basic concepts 6.3.2.- Estimation of basic parameters with SRS 6.3.3.- Sample size 6.3.4.- Random selection of individuals in a sample 6.4.- Other types of probabilistic sampling techniques 6.4.1.- Stratified sampling 6.4.2.- Sequential sampling 6.4.3.- Area sampling 6.4.4.- Systematic sampling 6.5.- Some final hints for the determination of the initial sampling size Unit 7: The field-work and the preparation of data 7.1.- Definition and basic concepts 7.2.- The management of the field-work team 7.3.- Some of the main problems in a field-work and their solutions 7.3.1.- The problem with non-response 7.3.2.- The problem with randomness when selecting the elements 7.4.- Data-entry control and tabulation Unit 8: Final report and presenting the results 8.1.- Introduction 8.2.- The marketing research report: Its main parts 8.3.- Presenting the final report 8.4.- Some general hints about the visual information and illustrations 8.5.- Following-up the research Specific competences of this subject: 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. Teaching method: Lessons given by the teacher in the classroom. Complementary group-reports. Educational activities during class-hours. Evaluation system: Final written exam. Complementary written report evaluation (in groups of up to 4 students). Activities in the classroom. Final note: In order to know more details about this subject, its evaluation system and the preparation of reports, please look at the ‘Complementary Materials for the 2014/2015 course. References: AAKER, D.; KUMAR, V. DAY, GS. & LEONE, R.: Marketing Research, Tenth Edition, John Wiley & Sons, 2013. BELLO, L.; VÁZQUEZ, R.; TRESPALACIOS, J.A.: Investigación de mercados y estrategia de marketing. Segunda Edición, Civitas (Madrid), 1996. DILLON, William R.; MADDEN, Thomas J. y FIRTLE, Neil H.: La investigación de mercados en un entorno de marketing, Tercera Edición, Irwin (Madrid), 1996. FORCADA, Fco. Javier; Periáñez, Iñaki.: Casos prácticos de Dirección Comercial. Servicio Editorial de la Universidad del País Vasco. (Bilbao), 1996. GRANDE , Ildefonso y ABASCAL, Elena: Fundamentos y técnicas de investigación comercial, Decimosegunda Edición, Esic (Madrid), 2014. LUQUE, Teodoro: Investigación de marketing. Fundamentos, Ariel Economía (Barcelona), 1997. MALHOTRA, N.K.; BIRKS, D.F.: Marketing Research. An Applied Approach, 3rd European Edition, Prentice Hall (Harlow, England), 2007. ORTEGA MARTINEZ, Enrique (ed.): Manual de Investigación Comercial, Pirámide (Madrid), 1994. SERRANO GÓMEZ: Marketing para Economistas de empresa, ESIC (Madrid), 1990. TRESPALACIOS, Juan A.; VAZQUEZ, Rodolfo; BELLO, Laurentino: Investigación de mercados. Métodos de recogida y análisis de la información para la toma de decisiones de marketing,Thomson (Madrid), 2005. ZIKMUND, William G.: Fundamentos de Investigación de Mercados. 2ª Edición , Thomson (Madrid), 2003.