GUÍA DOCENTE Ciclo Centre Plan

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SUBJECT
27068 - Commercial Research Applications
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
6
ECTS Credits:
Plan
Ciclo
Curso
Centre
GUÍA DOCENTE
2014/15
321 - Faculty of Economics and Business Studies
GMARKE30 - Bacehelor`s Degree in Marketing
Indiferente
Third year
DESCRIPCIÓN Y CONTEXTUALIZACIÓN DE LA ASIGNATURA

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TIPOS DE DOCENCIA
- 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... %
HERRAMIENTAS Y PORCENTAJES DE CALIFICACIÓN
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).
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.
CONVOCATORIA ORDINARIA: ORIENTACIONES Y RENUNCIA
Basic bibliography
Useful websites
In-depth bibliography
Revistas
MATERIALES DE USO OBLIGATORIO
Leyenda:
M: Magistral
S: Seminario
GA: P. de Aula
GL: P. Laboratorio
GO: P. Ordenador
GCL: P. Clínicas
TA: Taller
TI: Taller Ind.
GCA: P. de Campo
M S GA GL GO GCL TA TI GCA
42 9 9
60 18 12
Tipo de Docencia
Horas de Docencia Presencial
Horas de Actividad No Presencial del Alumno
SISTEMAS DE EVALUACIÓN
- Sistema de evaluación final
CONVOCATORIA EXTRAORDINARIA: ORIENTACIONES Y RENUNCIA
OBSERVACIONES