Universidad de Jaén

Menú local

Syllabus 2018-19 - 11713001 - Marketing Research (Investigación de marketing)

Caption
  • Level 1: Tutorial support sessions, materials and exams in this language
  • Level 2: Tutorial support sessions, materials, exams and seminars in this language
  • Level 3: Tutorial support sessions, materials, exams, seminars and regular lectures in this language
DEGREE: Grado en Estadística y empresa
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES

ACADEMIC YEAR: 2018-19
SYLLABUS
1. COURSE BASIC INFORMATION
NAME: Marketing Research
CODE: 11713001 ACADEMIC YEAR: 2018-19
LANGUAGE: English LEVEL: 2
ECTS CREDITS: 6.0 YEAR: 4 SEMESTER: PC
 
2. LECTURER BASIC INFORMATION
NAME: BARREDA TARRAZONA, RAQUEL
DEPARTMENT: U136 - ORG. DE EMPRESAS, MÁRKETING Y SOCIOLOGÍA
FIELD OF STUDY: 095 - COMERCIALIZACIÓN E INVESTIGACIÓN DE MERCADOS
OFFICE NO.: D3 - 124 E-MAIL: rbarreda@ujaen.es P: 953212998
WEBSITE: -
LANGUAGE: English LEVEL: 2
 
3. CONTENT DESCRIPTION

LESSON 1. QUALITATIVE RESEARCH METHODS: FOCUS GROUP AND DEEP INTERVIEW.

LESSON 2. ADVANCED METHOD FOR CATEGORIZATION: CHAID.

LESSON 3. CLUSTER ANALYSIS AND SEGMENTATION OF CUSTOMERS.

LESSON 4. POSITIONING THE PRODUCT: MDS.

LESSON 5. PROFILING CUSTOMERS: FACTOR ANALYSIS.

LESSON 6. ANALYSIS OF VARIANCE AND MULTIPLE REGRESSION.

LESSON 7. DISCRIMINANT ANALYSIS AND LOGISTIC REGRESSION.

LESSON 8. PRESENTING AND PUBLISHING THE RESULTS.

4. COURSE DESCRIPTION AND TEACHING METHODOLOGY

Students must attend 2 seminars:

- The first one will take place at the beginning of the first semester. During this seminar, they will be told what they have to do during the semester in order to pass the final test and the materials they can use to prepare the subject.

- The second seminar will take place during the last month of the first semester (January). In this seminar, a final theoretical and practical test will take place.

Students with special educational needs should contact the Student Attention Service (Servicio de Atención y Ayudas al Estudiante) in order to receive the appropriate academic support

5. ASSESSMENT METHODOLOGY

The final theoretical and practical test will involve the 100% of the final assessment.

6. BOOKLIST
MAIN BOOKLIST:
  • Marketing Research: An International Approach. Edition: 1ª. Author: Marcus J. Schmidt, Svend Hollensen. Publisher: Pearson Education  (Library)