Marketing research is considered as an instrument to support marketing management. Its contribution within the Marketing Information System of a company or organization consists of obtaining and processing the necessary information to solve a specific problem that requires marketing decision making.



This course aims to train students in the correct planning and execution of a commercial research carried out according to the survey technique.



The course is part of the Minor: Marketing and International Trade.



Within the structure of the Degree, this subject is optional, it is framed within the MINOR: Marketing and International Trade, which in turn belongs to the MODULE: Commerce and marketing. Specifically, it is included in the subject: Commercial Management together with the compulsory subjects: Fundamentals of Marketing and Marketing Decisions, with which it has a complementary relationship.



The skills acquired by taking this course are related to those required in the exercise of the following professions: Marketing manager, Sales manager, Communication manager, Product manager, Promotion manager, Marketing plan manager, Sales research manager, Community manager, Customer service manager, Merchandising manager, Sales strategy manager, Sales administration manager, Sales manager, Sales manager, Product manager, Sales department technician, Marketing consultant, Sales consultant, Sales consultant.



It also trains any person with an entrepreneurial spirit in the design and execution of a commercial research that provides relevant, objective and reliable knowledge about aspects of the marketing environment of their new business, especially their target market.

COMPETENCIES:



C1. Identify, select and critically evaluate commercial research techniques as well as establish the methodological process to follow in the development of a commercial research. Specific competence linked to the competence G003 of the Degree.



C2.Plan, organize and develop in group, a commercial research project based on the survey method, in order to help the marketing decision making in the company. Specific competency linked to the competence G003 of the Degree.



C3. Write in a synthetic and orderly way, with terminological rigor and a formal presentation, the written report of a marketing research. Transversal competence linked to competence G007 of the degree.



LEARNING RESULTS:



R1. Knowledge and selection of research techniques appropriate to the business problem.

R2. Planning and carrying out a commercial research based on the survey method.

R3. Writing the report of a commercial research, respecting the methodological structure and the terminology of the area of knowledge.

Commercial research and marketing The importance of obtaining information in marketing management. Creation of the M.I.S. Characteristics of the commercial research. Types of research. Process of a commercial research.



The survey Types of surveys. The interviewer and the field work. Mistakes made in the field work. Training and control of interviewers. The questionnaire. Structure of a questionnaire. Norms in the writing of the questionnaire. Types of questions. Measurement of attitudes. Pre-coding of the questionnaire and its pilot test. Sampling Probabilistic and non-probabilistic sampling techniques.

The sampling error and the sample size Calculation of the sampling error and the sample size.

Exploitation and analysis of the information Data cleaning process. Data editing. Tabulation and data analysis. Writing the final report of the commercial research.

Teachers will use the Ekasi or Moodle computer platforms to provide students with the materials that facilitate the follow-up of the lectures, as well as for the delivery and/or return of the practical assignments.

• Continuous Assessment System
• Final Assessment System
• Tools and qualification percentages:
  • Written test to be taken (%): 50
  • Individual works (%): 20
  • Team projects (problem solving, project design)) (%): 30

The evaluation and grading system will be as follows:

50% Theoretical-practical exam of MANDATORY character.

40% Group realization of a market research project of a COMPULSORY nature.

MANDATORY

10% Completion of VOLUNTARY assignments.

EXTRAORDINARY CALL AND STUDENTS ENTITLED TO A FINAL EXAM.



1st-Theoretical-practical exam: 60% of the final grade. Evaluates competence C1

2nd-Planning and development of a commercial research: 40% of the final grade. The student will deliver on the exam date, the material generated and used in his commercial research: written report, completed questionnaires and computer file of data and analysis. It evaluates competences C2, C3.

It will be compulsory to obtain a minimum grade of 3 out of 10 in each of the two previous tests.



Students who do not take the theoretical-practical exam will be recorded as NOT PRESENTED.



Students who wish to WAIVE an evaluation session must submit a written request to their teacher no less than ten days before the date of the exam.

Teachers will use the Ekasi or Moodle computer platforms to provide students with the materials that facilitate the follow-up of the lectures, as well as for the delivery and/or return of the practical assignments.

Basic bibliography

. Ortega, Enrique."Manual de investigación de mercados". Ed. Pirámide. Madrid 1998

. Malhotra, Naresh K. "Investigación de mercados". 5ªEd. Pearson. México. 2008

In-depth bibliography

. Sarabia, Francisco José. "Metodología para la investigación en marketing y dirección de empresas". Pirámide. Madrid. 1999
. Zikmund, William G. "Investigación de mercados".6 ed. Prentice Hall. 1997
. Rabadán, Rafael y Ato, Manuel. "Técnicas cualitativas para investigación de mercados". Pirámide. Madrid. 2003

Journals

The titles of the journals that students can consult as study material will be published in the Course Guide.

Web addresses

http://blogdefranciscohernandez.blogspot.com/search/label/Encuestas
http://www.marketingdirecto.com/