Marketing Research: an Introduction26967
- Centre
- Faculty of Economics and Business
- Degree
- Bachelors Degree in Business Management and Administration
- Academic course
- 2024/25
- Academic year
- X
- No. of credits
- 6
- Languages
- Spanish
- Basque
- English
- Code
- 26967
TeachingToggle Navigation
Teaching guideToggle Navigation
Description and Contextualization of the SubjectToggle Navigation
AIMS OF THIS SUBJECT / OBJETIVOS DE ESTA ASIGNATURA:
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.
Skills/Learning outcomes of the subjectToggle Navigation
SPECIFIC COMPETENCES:
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.
GENERIC COMPETENCES:
To gain abilities in order to apply correctly the data-gathering techniques taught in this subject.
Theoretical and practical contentToggle Navigation
Unit 1: The Marketing Information System and Marketing Research
Unit 2: The management of marketing information in a company
Unit 3: Qualitative techniques for data gathering and analysis
Unit 4: Quantitative data-gathering techniques
Unit 5: Questionnaire preparation
Unit 6: An introduction to sampling
Unit 7: The field-work, Preparation of data and Analysis of results
MethodologyToggle Navigation
Lessons given by the teacher in the classroom.
Complementary group-reports.
Educational activities during class-hours.
Assessment systemsToggle Navigation
- Continuous Assessment System
- Final Assessment System
- Tools and qualification percentages:
- Realization of Practical Work (exercises, cases or problems) (%): 25
- Team projects (problem solving, project design)) (%): 25
- Examen final (%): 50
Ordinary Call: Orientations and DisclaimerToggle Navigation
Continuous assessment is 50% of the grade and the final grade is 50% of the mark. In order to pass the course, it will be necessary to pass both forms of evaluation with at least 50% of the maximum mark in each.
Failure to take part in the tests will result in the waiver of the corresponding Call and will be recorded in the records as Not Presented.
In accordance with Art. 8-3 of the "Acuerdo de Gobierno 15 de Diciembre del Consejo de Gobierno de la UPV/EHU", establishing the basic rules of the evaluation process, "in any case, students will have the right to be evaluated through the final evaluation system, regardless of whether they have participated or not in the continuous evaluation system.
To this end, students must submit in writing to the faculty responsible for the assignment of the relinquishment to the continuous evaluation, for which they will have a period of 9 weeks."
Note: In case that, because of the covid-19 situation and decision of the university, a face-to-face evaluation and written examination would not be possible, the examination will take place online.
Extraordinary Call: Orientations and DisclaimerToggle Navigation
All students who submit to the second or successive calls, including the extraordinary, will be able to access the final exam at 100% of the grade. Further guidance and details will be given in this school year regarding this particular situation.
Compulsory materialsToggle Navigation
More guidance and details will be given in this period on this point
To have a more specific idea about the contents of the course program, you can access in Open CourseWare through the following link:
'Marketing Research: An Introduction' [2013/12] [English]
http://ocw.ehu.es/course/view.php?id=229
BibliographyToggle Navigation
Basic bibliography
AAKER, D.; KUMAR, V. DAY, GS. & LEONE, R.: Marketing Research, Tenth Edition, John Wiley & Sons, 2013.
Luque Martínez, Teodoro: Investigación de marketing 3.0, 2017.
Grande , Ildefonso, Abascal, Elena: Fundamentos y técnicas de investigación comercial, (13ª ed.), Esic (Madrid), 2017.
MALHOTRA, N.K.; BIRKS, D.F.: Marketing Research. An Applied Approach, 4th European Edition, Prentice Hall (Harlow, England), 2012.
Merino Sanz, María Jesús, Teresa Pintado Blanco: La Investigación De Mercados: Claves para Conocer Los Insights Del consumidor (1 edición), 2020.
ZIKMUND, William G. (2010): Business Research Methods, 8Th Edition, Mason, OH: South-Western.
In-depth bibliography
HAIR, Joseph , BLACK, William, BABIN, Barry J & ANDERSON, Rolph E. (2010): Multivariate Data Analysis, 7th Edition, Prentice Hall.
Web addresses
http://ocw.ehu.es/course/view.php?id=229
GroupsToggle Navigation
01 Teórico (Spanish - Mañana)Show/hide subpages
Weeks | Monday | Tuesday | Wednesday | Thursday | Friday |
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1-1 | 08:30-10:00 (1) | ||||
1-15 | 10:00-11:00 (2) | 11:00-12:30 (3) | |||
8-8 | 08:30-10:00 (4) | ||||
14-14 | 08:30-10:00 (5) |
Classroom(s)
- 0.3 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (1)
- 0.3 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (2)
- 0.3 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (3)
- 0.3 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (4)
- 0.3 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (5)
01 Applied computer-based groups-1 (Spanish - Mañana)Show/hide subpages
Weeks | Monday | Tuesday | Wednesday | Thursday | Friday |
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2-7 | 08:30-10:00 (1) | ||||
9-13 | 08:30-10:00 (2) | ||||
15-15 | 08:30-10:00 (3) |
Classroom(s)
- 0.3 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (1)
- 0.3 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (2)
- 0.3 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (3)
01 Applied computer-based groups-2 (Spanish - Mañana)Show/hide subpages
Weeks | Monday | Tuesday | Wednesday | Thursday | Friday |
---|---|---|---|---|---|
2-7 | 12:30-14:00 (1) | ||||
9-13 | 12:30-14:00 (2) | ||||
15-15 | 12:30-14:00 (3) |
Classroom(s)
- 0.3 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (1)
- 0.3 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (2)
- 0.3 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (3)
31 Teórico (Basque - Mañana)Show/hide subpages
Weeks | Monday | Tuesday | Wednesday | Thursday | Friday |
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1-1 | 08:30-10:00 (1) | ||||
1-15 | 10:00-11:00 (2) | 11:00-12:30 (3) | |||
8-8 | 08:30-10:00 (4) | ||||
14-14 | 08:30-10:00 (5) |
Classroom(s)
- B0.15 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (1)
- B0.15 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (2)
- B0.15 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (3)
- B0.15 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (4)
- B0.15 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (5)
31 Applied computer-based groups-1 (Basque - Mañana)Show/hide subpages
Weeks | Monday | Tuesday | Wednesday | Thursday | Friday |
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2-7 | 08:30-10:00 (1) | ||||
9-13 | 08:30-10:00 (2) | ||||
15-15 | 08:30-10:00 (3) |
Classroom(s)
- B0.15 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (1)
- B0.15 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (2)
- B0.15 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (3)
61 Teórico (English - Mañana)Show/hide subpages
Weeks | Monday | Tuesday | Wednesday | Thursday | Friday |
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1-1 | 08:30-10:00 (1) | ||||
1-15 | 10:00-11:00 (2) | 11:00-12:30 (3) | |||
8-8 | 08:30-10:00 (4) | ||||
14-14 | 08:30-10:00 (5) |
Classroom(s)
- -1.8 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (1)
- -1.8 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (2)
- -1.8 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (3)
- -1.8 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (4)
- -1.8 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (5)
61 Applied computer-based groups-1 (English - Mañana)Show/hide subpages
Weeks | Monday | Tuesday | Wednesday | Thursday | Friday |
---|---|---|---|---|---|
2-7 | 08:30-10:00 (1) | ||||
9-13 | 08:30-10:00 (2) | ||||
15-15 | 08:30-10:00 (3) |
Classroom(s)
- -1.8 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (1)
- -1.8 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (2)
- -1.8 - ACULTAD DE ECONOMIA Y EMPRESA-SARRIKO (3)