Marketing Research for Decision Making (B20883)

General information

Type:	OP	Curs:	5	Period:	S semester
ECTS Credits:	2 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Ed: 1	Marta Gabarro Sust	Marketing	ENG
Ed: 1	Joan Antoni Seijo Font	Marketing	ENG

Group	Teacher	Department	Language
Ed: 2	Marta Gabarro Sust	Marketing	ENG
Ed: 2	Joan Antoni Seijo Font	Marketing	ENG

Fundamentals of Marketing course.
Basic statistics desirable knowledge.

Need to know the Marketing principles, especially the key ingredients of the marketing process including market definition, targeting and segmentation, positioning, marketing mix and tracking.

This Marketing Research course is designed to provide with a very practical understanding of how research works and its role in supporting the decision-making process. Research is a critical element of a consumer centric marketing approach because it allows you to get to know your costumers.

You will learn about the market research process, from problem definition to how to report results in an insightful way. The course will also introduce different research methods with a special focus on quantitative research. So be prepared to enhance your analytical skills.

By the end of the course you will have the capability to effectively plan and conduct basic research projects.

*This teaching guide is a tentative one, and some elements are subject to modifications. However, the main aim and objectives of the course will remain the same.

1. Understanding the need for marketing research The role of research Research in a marketing department Consumer Insights

2. The research process Key questions to answer Research briefing Reporting research results

3. Research types Primary and secondary data Qualitative and quantitative methods

4. Panels Consumers panels (Kantar) Retailers panels (Nielsen, IRI)

5. Quantitative research - basic statistics

6. Quantitative research - design the questionnaire and analyze data tips to design a good questionnaire Data mining Preparing reports

This is a discussion course, so we encourage your active participation.

Sharing your experience with the group will enrich all the participants and make the sessions more dynamic.

Laptop/tablets/cell phone policy. You are not supposed to use your laptop/tablets/cell phone during case discussions. You have to be 100% focused in the discussions. You may use your laptops/tablets on the lectures/discussion sessions ONLY for academic use emailing, facebooking, tweeting, chatting, skyping, internet surfing, etc. should NOT be done during classes. Doing these would penalize strongly your grade on class participation.

A learning area will be available in the Intranet. There, you would find instructions for the sessions, communications, bibliography, etc. Please look at it a couple of times a week. Slides of the sessions will also be posted here, always AFTER the class.

Marketing research (General):

-Aaker, David A., V. Kumar and George S. Day (2000), Marketing Research, Wiley.
-Churchill, Gilbert A. and Tom J. Brown (2003), Basic Marketing Research, South-Western.

Group	Teacher	Department
Ed: 1	Marta Gabarro Sust	Marketing
Ed: 1	Joan Antoni Seijo Font	Marketing

Group	Teacher	Department
Ed: 2	Marta Gabarro Sust	Marketing
Ed: 2	Joan Antoni Seijo Font	Marketing