Facultad de Ciencias Económicas y Empresariales Programa de la Asignatura Año Académico

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.