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Syllabus 2019-20 - 11113007 - Marketing Research (Investigación de mercados)

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 Administración y dirección de empresas
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES
ACADEMIC YEAR: 2019-20
COURSE: Marketing Research
SYLLABUS
1. COURSE BASIC INFORMATION
NAME: Marketing Research
CODE: 11113007 ACADEMIC YEAR: 2019-20
LANGUAGE: English LEVEL: 2
ECTS CREDITS: 6.0 YEAR: 4 SEMESTER: SC
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: -
ORCID: https://orcid.org/0000-0002-6971-6213
LANGUAGE: - LEVEL: 2
3. CONTENT DESCRIPTION

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

LESSON 2. PROFILING CUSTOMERS: FACTOR ANALYSIS.

LESSON 3. ANALYSIS OF VARIANCE AND MULTIPLE REGRESSION.

LESSON 4. ADVANCED METHOD FOR CATEGORIZATION: CHAID.

LESSON 5. CLUSTER ANALYSIS AND SEGMENTATION OF CUSTOMERS.

LESSON 6. DISCRIMINANT ANALYSIS AND LOGISTIC REGRESSION.

LESSON 7. SYSTEMATIC PRODUCT DEVELOPMENT: CONJOINT ANALYSIS.

LESSON 8. POSITIONING THE PRODUCT: MDS.

LESSON 9. 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 second 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 second semester (May). In this seminar, a final theoretical and practical test will take place.

As established in the Regulation of Academic and Evaluation of the Student Body of the University of Jaén in its Article 11.2.e): "The recording in audio or video of teaching activities, by any means, is strictly prohibited, unless authorized expressed by the teacher. Any recording initiative without the corresponding authorization will be grounds for opening disciplinary proceedings. "

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.

As established in the Regulation of Academic and Evaluation of the Student Body of the University of Jaén in Article 23.2: " In the evaluation tests it is strictly forbidden to carry any type of device, notes and teaching material of the subject, except the authorized publicly by the faculty in each call for evaluation, which will be communicated to the students sufficiently in advance of the completion of the same."

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