Faculties and centres
This module of the Degree of Business and Administration (ADE) provides the student the basic tools to an appropriate guidance and management of the market research within the firm, which means: summarizing, identifying, gathering and analyzing information for marketing strategy and tactics. The proper application of market research allows achieving, more efficiently, corporate and marketing objectives of the firm, as well as keeping the right way for the firm from a legal and ethical point of view.
This module is included within Business Economy, closely related to other subjects of Strategic Management, Finance and Accounting, of preceding or posterior years. Moreover, it is related to other subjects of Marketing, since it develops gathering information techniques, presented in Introductory Marketing (Introducción al Marketing), which are useful in the decision processes studied in the mandatory subjects: Marketing Management (Dirección de Marketing) and Strategic Marketing (Marketing Estratégico), and in the elective subjects: Comercial Distribution (Distribución Comercial), Marketing Communication (Comunicación en Marketing), Sales Management (Dirección de Ventas) and International Marketing (Marketing Internacional).
General Competences (CG)
Specific Competences (CE)
· Cognitive objectives (OC):
OC1. Understand the goal of marketing research and the specific features of the marketing research sector.
OC2. Be aware of the stages of marketing research process.
OC3. Be aware of the sources and methods to gather information, taking into account the difficulties and the richness of the information.
OC4. Understand the foundations of sampling methods and field work, in order to determine the sample size, as well as, to organize the activities to reach such elements.
OC5. Be aware of data analysis techniques to develop data exploitation skills.
· Instrumental objectives (OI):
OI1. Define precisely a research problem.
OI2. Find relevant information related to a research problem and choose the appropriate research design, in order to deliver an ethical and professional research proposal.
OI3. Define the qualitative marketing research techniques and analyze its results.
OI4. Construct a questionnaire, selecting items, its order and the scales of measurement, as well as the pretest.
OI5. Design a commercial experiment and interpret its results.
OI6. Choose the appropriate sampling method according to the marketing problem; identify the target population, the sample framework, the sample size and the sampling error.
OI7. Select and apply the suitable statistical techniques according to the marketing problem, and interpret its results.
· Attitudinal objectives (OA):
OA1. Objectively analyze a business problem and act rationally to solve it.
OA2. Respect the professional moral code and the current regulations.
OA3. Be able to work in groups and collectively overcome problems.
OA4. Achieve sufficient social and communicative skills.