Academic Year:
2025/26
450 - Degree in Marketing and Market Research
27620 - Market Research I
Teaching Plan Information
Academic year:
2025/26
Subject:
27620 - Market Research I
Faculty / School:
109 - Facultad de Economía y Empresa
Degree:
450 - Degree in Marketing and Market Research
ECTS:
6.0
Year:
3
Semester:
First semester
Subject type:
Compulsory
Module:
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1. General information
The goal of the subject is to learn the procedures for the design and execution of research aimed at finding and processing information on facts, attitudes, opinions, behaviors and activities of an economic and social nature that may affect the activity of the company and, in particular, the marketing activity . Specifically, the aim is to introduce the student to qualitative research and new techniques of quantitative research.
2. Learning results
The student, in order to pass this subject, must demonstrate the following results...
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Select an appropriate market research technique for a given information need.
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Know the phases of the research process based on qualitative techniques.
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Design, conduct and analyze qualitative research.
- Propose an investigation based on the observation methodology.
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Identify the usefulness of different experimental designs and their application to marketing research.
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Be able to communicate orally and/or in writing knowledge, ideas and results of the activities carried out
3. Syllabus
Unit 1: Market Research in the Company
Unit 2: Qualitative Techniques I: The in-depth interview
Unit 3: Qualitative Techniques II: The Discussion Group
Unit 4: Qualitative Techniques III: Projective Techniques
Unit 5: Qualitative Techniques IV: Qualitative Techniques in the On Line Environment
Unit 6: Observation
Unit 7: Experimentation and Test Markets
4. Academic activities
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Theoretical classes: where the main concepts will be developed. 30 hours.
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Practical classes: in which practical cases, exercises, comments on readings and team work will be presented. 30 hours.
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Seminars and tutorials: these will be used to review any doubts arising from the theoretical and practical classes, and to supervise the proposed works and exercises . 2 hours.
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Personal study. 86 hours
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Assessment tests. 2 hours
In principle, the teaching methodology and its evaluation is planned to be based on face-to-face classes . However, if circumstances so require, they may be carried out online.
Practical activities may be organised with non-profit organisations (using the Service-Learning methodology) or with companies that may need to visit their installations.
5. Assessment system
The subject will be evaluated by means of a Global Evaluation system.
First call:
Examination consisting of two parts:
o Part I: written test on theoretical and theoretical-practical contents. 3.5 points (minimum grade 1.4). o Part II: written test on theoretical-practical and practical contents. 6.5 points (minimum grade 2.6).
In the first call, students can take a series of tests throughout the semester (A) that would allow them to release Part II. These tests are: group work on qualitative techniques (5 points) and practical observation activities (1.5 points). It is necessary to submit all group work deliverables and of the observation practices. The minimum grade for these tests is 2.6 points.
Second call:
The exam consists of the same parts I and II as in the first round.
Assessment Criteria:
In order to pass the subject, the sum of both parts must be equal or higher than 5. In the event that any of the parts or in both parts do not obtain the minimum grade established, the final grade for the subject will be the lower of the two.
It will be assessed that the student knows, understands and is able to use, in different contexts, the concepts and tools studied in class. In addition, the ability to integrate and synthesize the knowledge acquired will be assessed
6. Sustainable Development Goals
4 - Quality Education
12 - Responsible Consumption and Production
13 - Climate Action