XSL Content

Research in Marketing28314

Centre
Faculty of Social and Communication Sciences
Degree
Doble Grado en Periodismo y en Publicidad y Relaciones Públicas
Academic course
2024/25
Academic year
4
No. of credits
6
Languages
Spanish
Basque
Code
28314

TeachingToggle Navigation

Distribution of hours by type of teaching
Study typeHours of face-to-face teachingHours of non classroom-based work by the student
Lecture-based4669
Applied classroom-based groups1421

Teaching guideToggle Navigation

Description and Contextualization of the SubjectToggle Navigation

Market research is often narrowly viewed as merely statistical application and survey collection for commercial purposes, but it's actually a competitive intelligence tool. Simply gathering surveys and conducting analysis won't yield results beyond the obvious, especially without linking them to a specific philosophy of understanding prior problems and opportunities, and adjusting to decision-making processes useful for a company/organization to survive in a highly competitive environment.



With this idea as a starting point, the course aims for students to learn market research for decision-making in marketing. Starting from a general view of marketing information systems, processes, methodologies, and market research tools are addressed and applied to the development, in teams, of advertising communication and public relations projects.



This course complements and extends the framework of previous knowledge acquired in three research-focused courses (one per academic year) taken in previous years: "Applied Statistics in Communication" (1st), "Research Methods in Communication" (2nd), and operationally precedes "Communication Effectiveness" (3rd). It also provides measurement tools in research directly applicable to better orientation in communication and marketing plans, which are useful for subjects such as: "Strategic and Interactive Marketing" (4th), "Strategic and Operational Communication" (4th), and "Public Relations Techniques" (2th).

Skills/Learning outcomes of the subjectToggle Navigation

LEARNING OUTCOMES

1. Development of statistical analyses.

2. Preparation of executive reports.

3. Ability to perform univariate and multivariate analysis, assuming a decision-making perspective.



BASIC AND GENERAL COMPETENCES

G001 - Acquire knowledge and understand the meaning and relevance of theories, concepts, and methodologies in the context of the (inter)disciplinary field of communication, especially in advertising and public relations techniques.

G002 - Apply theories and methodological tools to practice in different communicative processes and contexts.

G003 - Synthesize, develop, and apply new creative approaches to communication problem-solving.

G004 - Analyze, interpret, explain, and critically evaluate facts, social processes, texts, and communication projects.

G005 - Communicate and present fluently, effectively, and with reasoned arguments, projects, achievements, and research results in various genres, formats, and advertising and public relations media.

G006 - Develop skills related to participation, management, and optimization of teamwork, applying informed criteria to decision-making and evaluation of results.

G007 - Apply skills and use techniques, technologies, and resources to develop content and processes of advertising communication, public relations, and general information.

G008 - Project and design strategies aimed at identifying objectives and planning actions in the context of advertising and public relations projects.

G009 - Acquire knowledge and experience of professional environments and routines to approach the reality of the work of different professional profiles in the field of advertising and public relations demanded by the market.

G010 - Seek, select, prioritize, and analyze information and documentation from different sources, adapting its content to different narrative forms and strategies.

CB1 - Students have demonstrated possession and understanding of knowledge in an area of study that builds on general secondary education and is usually at a level that, while supported by advanced textbooks, also includes some aspects involving knowledge from the forefront of their field of study.

CB2 - Students can apply their knowledge to their work or vocation in a professional manner and possess the competencies usually demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of study.

CB3 - Students have the ability to gather and interpret relevant data (usually within their area of study) to make judgments that include reflection on relevant social, scientific, or ethical issues.

CB4 - Students can convey information, ideas, problems, and solutions to both specialized and non-specialized audiences.

CB5 - Students have developed the learning skills necessary to undertake further studies with a high degree of autonomy.



TRANSVERSAL COMPETENCES

CT5 - Information management and digital citizenship.

CT7 - Critical thinking.

CT8 - Teamwork.

Theoretical and practical contentToggle Navigation

THEORETICAL CONTENTS



1. Concept and components of a marketing information system

2. Sources and Areas of research

3. Marketing research process

4. Research resources for marketing on the Web

5. Artificial intelligence and marketing research



PRACTICAL CONTENTS



- Analysis/Creation and analysis of databases.

- Questionnaire design.

- Conducting group meetings.

- Marketing content research.

MethodologyToggle Navigation

Lectures with interaction.

Realistic research on a product/service.

Classroom practices.

Group dynamics.

Assessment systemsToggle Navigation

  • Final Assessment System
  • Tools and qualification percentages:
    • Written test to be taken (%): 50
    • Realization of Practical Work (exercises, cases or problems) (%): 10
    • Team projects (problem solving, project design)) (%): 40

Ordinary Call: Orientations and DisclaimerToggle Navigation

CONTINUOUS EVALUATION SYSTEM



Students who have regularly attended the lectures and classroom practical sessions and have submitted the practical exercises stipulated by the instructor within the established time frame may opt for this system. Passing the theoretical exam is required to calculate the final weighted grade.



In accordance with article 8.3 of the Student Evaluation Regulations, students wishing to withdraw from continuous assessment and opt for the final exam must submit a written request to the course instructor within the first nine weeks from the start of the semester.



FINAL EVALUATION SYSTEM



Students who have not fulfilled the requirements of continuous assessment or have opted out of it may participate in the ordinary exam session under the conditions of the final evaluation, which will consist of:



a) A written exam covering the theoretical contents included in the entire syllabus (50%).

b) Completion of a practical test (50%).



Passing the theoretical exam is required in all cases to calculate the final mark.

Extraordinary Call: Orientations and DisclaimerToggle Navigation

Same considerations apply to the ordinary exam session (maintaining the mark, if desired, for any part that may have been passed in a previous exam session).

Compulsory materialsToggle Navigation

Contents included in eGela.

BibliographyToggle Navigation

Basic bibliography

Alexeeva Alexeev, Inna; Aparicio Obregón, Silvia (2021): Investigación de mercados. Fundación Universitaria Iberoamericana

In-depth bibliography

Aerasfor (2021): Diseño de encuestas y cuestionarios de investigación: organización de la investigación de mercados. Aerasfor.
Alexeeva Alexeev, Inna; Aparicio Obregón, Silvia (2021): Investigación de mercados. Fundación Universitaria Iberoamericana.
Antelo, Manel (2022): La génesis de los mercados: Teoría y práctica. Piramide
García del Junco, Julio; Ramírez García, Carolina; García Álvarez de Perea, Juan (2021). Administración y dirección de empresas para el marketing e investigación de mercados. Ediciones Pirámide.
Grupo Era (2022): Tratamiento y análisis de la información de mercados. Grupo era.
Grupo Era (2022): Investigación y recogida de información de mercados. Grupo era.
Grupo Era (2022): Entorno e información de mercados. Grupo era.
Marín Díaz, Gabriel (2022): Investigación analítica de mercados digitales. Universidad Internacional de Valencia.
Villaverde Hernando, Silvia ; Monfort de Bedoya, Abel; Merino Sanz, María Jesús (2020): Investigación de mercados en entornos digitales y convencionales: una visión integradora. ESIC Editorial.

Journals

Insights y Analytics: https://ia-espana.org/revista-semestral-investigacion-y-marketing/
Mercados y negocios. Revista de información y análisis: http://mercadosynegocios.cucea.udg.mx/index.php/MYN

Web addresses

https://ia-espana.org/
https://esomar.org/
https://www.questionpro.com/es/investigacion-de-mercados.html
http://amr-health-care.micropanel.com/es/communities/

GroupsToggle Navigation

01 Teórico (Spanish - Mañana)Show/hide subpages

Calendar
WeeksMondayTuesdayWednesdayThursdayFriday
1-1

13:00-15:00 (1)

11:00-13:00 (2)

2-15

13:30-15:30 (3)

12:00-13:00 (4)

Teaching staff

01 Applied classroom-based groups-1 (Spanish - Mañana)Show/hide subpages

Calendar
WeeksMondayTuesdayWednesdayThursdayFriday
2-15

13:00-14:00 (1)

Teaching staff

31 Teórico (Basque - Mañana)Show/hide subpages

Calendar
WeeksMondayTuesdayWednesdayThursdayFriday
1-1

11:00-13:00 (1)

13:00-15:00 (2)

2-15

11:00-13:00 (3)

13:00-14:00 (4)

Teaching staff

31 Applied classroom-based groups-1 (Basque - Mañana)Show/hide subpages

Calendar
WeeksMondayTuesdayWednesdayThursdayFriday
2-15

14:00-15:00 (1)

Teaching staff