GUÍA DOCENTE 2014/15 Centre 321 - Faculty of Economics and Business Studies Ciclo Indiferente Plan GMARKE30 - Bacehelor`s Degree in Marketing Curso Third year SUBJECT ECTS Credits: 27068 - Commercial Research Applications 6 DESCRIPCIÓN Y CONTEXTUALIZACIÓN DE LA ASIGNATURA COMPETENCIAS / RESULTADOS DE APRENDIZAJE DE LA ASIGNATURA Aims: To continue with the marketing research process, that ends with the data analysis and the elaboration of the marketing research report. To adapt some of the analysis techniques to the specific research aims set in order to assist the Marketing Management function. To present some practical cases. 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 command the use of psycho-sociological and statistical techniques of data analysis in order to solve information problems of the Marketing Management function. CONTENIDOS TEORICO-PRACTICOS Theoretical and practical content: Unit 1: Introduction to some of the multivariate analysis techniques 1.1.- Introduction 1.2.- Univariate and bivariable techniques of analysis 1.3.- Multivariate techniques. Selection criteria 1.4.- Multivariate interdependence techniques 1.5.- Multivariate dependence techniques Unit 2: Causal research design: Marketing experimentation 2.1.- Concept and conditions for causality 2.2.- The experimentation process 2.3.- Design of marketing experiments with ANOVA 2.4.- Design with ANCOVA, repeated measures ANOVA Unit 3: Market segmentation 3.1.- Concept and general conditions for segmentation 3.2.- Segmentation criteria 3.3.- A priori segmentation analysis 3.4.- A posteriori or data driven market segmentation analysis 3.5.- The Customer Relationship Management tools Uni 4: Marketing research tools for image and positioning 4.1.- Concepts of image and positioning 4.2.- Applications of Parametric Factor Analysis techniques 4.3.- Applications of Non-Parametric Factor Analysis 4.4.- Applications of clustering techniques Unit 5: Marketing research tools for decisions on the Marketing mix tool 5.1.- Introduction 5.2.- Applications from qualitative MR techniques 5.3.- Applications from quantitative MR techniques. The conjoint analysis 5.4.- The practice of MR tools on Price decisions 5.5.- The practice of MR tools on Promotion decisions 5.6.- the practice of MR tools on Place decisions METODOLOGÍA Página : ofdr0035 1/2 TIPOS DE DOCENCIA Tipo de Docencia Horas de Docencia Presencial M 42 S 9 GA 9 Horas de Actividad No Presencial del Alumno 60 18 12 Leyenda: GL GO GCL TA M: Magistral S: Seminario GA: P. de Aula GL: P. Laboratorio GCL: P. Clínicas TA: Taller TI: Taller Ind. GCA: P. de Campo TI GCA GO: P. Ordenador SISTEMAS DE EVALUACIÓN - Sistema de evaluación final HERRAMIENTAS Y PORCENTAJES DE CALIFICACIÓN - Prueba escrita a desarrollar % - Realización de prácticas (ejercicios, casos o problemas) % - Trabajos individuales % - Trabajos en equipo (resolución de problemas, diseño de proyectos) % - Exposición de trabajos, lecturas... % CONVOCATORIA ORDINARIA: ORIENTACIONES Y RENUNCIA Teaching method: Lessons given by the teacher in the classroom. Complementary group-reports. Educational activities during class-hours. Computer practices. Evaluation system: Final written exam (Six points out of ten). Complementary written report evaluation (in groups of up to 4 students) (Two points). Activities in the classroom (Two points). CONVOCATORIA EXTRAORDINARIA: ORIENTACIONES Y RENUNCIA MATERIALES DE USO OBLIGATORIO BIBLIOGRAPHY Basic bibliography Basic bibliography: MALHOTRA, N.K.; BIRKS, D.F.: Marketing Research. An Applied Approach, 4th European Edition, Prentice Hall (Harlow, England), 2012. ZIKMUND, William G.: Fundamentos de Investigación de Mercados. 2ª Edición , Thomson (Madrid), 2003. In-depth bibliography Revistas Useful websites OBSERVACIONES Página : ofdr0035 2/2