Academic Year/course:
2017/18
445 - Degree in Tourism
29123 - Market Research
Syllabus Information
Academic Year:
2017/18
Subject:
29123 - Market Research
Faculty / School:
177 - Escuela Universitaria de Turismo
Degree:
445 - Degree in Tourism
ECTS:
6.0
Year:
3
Semester:
First semester
Subject Type:
Compulsory
Module:
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5.1. Methodological overview
Learning activities will be based on theoretical and practical approaches. The students will have the opportunity to practice the practical contents in a team work project. Moreover, tutorials will be available for every student (4 hours per week).
5.2. Learning tasks
In order to achieve the objectives in this course, the following activities will take place:
-
Practical exercises at the end of each lesson
-
Professional experts in market research will present their experiences in class
-
Team work about practical market research
-
Tutorials
5.3. Syllabus
Unit 1. Introduction to market research
Unit 2. Market research process
Unit 3: Market analysis, market segmentation and position
Unit 4. Market research tools
Unit 5. Quantitative market research
Unit 6. Practical applications to market research
5.4. Course planning and calendar
This course will take place along the first semester (Septembre- February)
5.5. Bibliography and recommended resources
[BB: Bibliografía básica / BC: Bibliografía complementaria]
| |
| BB |
Báez y Pérez de Tudela, Juan. Investigación cualitativa / Juan Báez y Pérez de Tudela Madrid : Esic, D.L. 2007 |
| BB |
Investigación de mercados / Salvador Miquel... [et. al] . Madrid [etc.] : McGraw-Hill, cop. 1997 |
| BB |
López Bonilla, J.M. y López Bonilla, L.. Investigación de mercados turísticos. Madrid: McGraw Hill, 2012 |
| BB |
Trespalacios Gutiérrez, Juan Antonio, Vázquez Casielles, Rodolfo, Bello Acebrón, Laurentino . Investigación de mercados : Métodos de recogida y análisis de la información para la toma de decisiones en marketing. 1ª ed. Madrid : Thomson, 2005 |
| BB |
Zikmund, William G,. Fundamentos de investigación de mercados . 2a. ed. Madrid : Thomson, 2003 |
| BC |
Bearden, William O.. Handbook of marketing scales : multi-item measures for marketing and consumer behavior research / William O. Bearden, Richard G. Netemeyer . - 2nd ed. Thousand Oaks [California] : Sage, cop. 1999 |
| BC |
La investigación en marketing / coordinan, Josefina Martínez Gastey ... [et al.] Barcelona : AEDEMO, [2000] |
| BC |
Miguel, S....[et.al]. Investigación de mercados . Madrid: Thomson, 1997 |