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Syllabus 2020-21 - 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: 2020-21
COURSE: Marketing Research
SYLLABUS
1. COURSE BASIC INFORMATION
NAME: Marketing Research
CODE: 11113007 ACADEMIC YEAR: 2020-21
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 Meet 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)
  • Concise Guide to Market Research [electronic resource] : The Process, Data, and Methods Using IBM SPSS Statistics by Marko Sarstedt, Erik Mooi.. Edition: 2nd ed. 2014.. Author: Sarstedt, Marko. author.. Publisher: Springer Berlin Heidelberg  (Library)
  • Market research handbook [electronic resource].. Edition: 5th ed.. Author: Hamersveld, Mario van.. Publisher: John Wiley & Sons  (Library)
  • Marketing research : an applied orientation Naresh K. Malhotra. Edition: 6th ed., global ed.. Author: Malhotra, Naresh K.. Publisher: Pearson  (Library)
7. VIRTUAL / CLASSROOM TEACHING SCENARIO

1- teaching methodology and training activities

  Blended learning scenario 1

( Groups with a number of students above the limited classroom capacity)

Training

activities

Format

(face-to-face/online)

Teaching methodology description

2 Seminars in English

Face-to-face 25%-50%

 

1 Face-to-face sessions, lasting one hour. H eld in the classroom and broadcast by videoconference to the rest of the group. In this seminar, the students will be informed about the course.

1 Synchronous online session, in which the final exam will take place.

Tutorials in English

Face to face+ Online

Face-to-face + Online Tutorials.

Some tutorial sessions will be conducted face-to-face and others online.

  Blended learning scenario 2

(Groups with a number of students below the limited classroom capacity)

Training

activities

Format

(face-to-face/online)

Teaching methodology description

2 Seminars in English

Face-to-face 100%

2 Face-to-face sessions, lasting one hour each. H eld in the classroom. In the first seminar, the students will be informed about the course. In the second , the final exam will take place.

Tutorials in English

Face-to-face+ Online

Face-to-face + Online Tutorials.

Some tutorial sessions will be conducted face-to-face and others online.

 

  2- EVALUATION SYSTEM

Evaluation in a blended learning scenario

  Ordinary call

Evaluation test

Format (face-to-face/online synchronous or asynchronous

Description

Percentage

Final exam in English

Face-to-face or online (synchronous)

A final written exam, in which the students have questions of a theoretical and practical nature. It can be online and recorded with image and sound (in the case of a group of students above the limited classroom capacity).

100%

  Extraordinary call

Evaluation test.

Format (face-to-face/online )

Description

Percentage

Final exam in English

Face-to-face or online (synchronous)

A final written exam, in which the students have questions of a theoretical and practical nature. It can be online and recorded with image and sound (in the case of a group of students above the limited classroom capacity).

100%

3- RESOURCES

In the case of blended learning scenario, the classes will be held in the classroom depending of the size of the group, the capacity can be limited to 25%-50% according to the indications of the Centre. In that case, the groups will rotate weekly and those who are not in the classroom will be able to follow the class broadcasted synchronously, as indicated by the Rectorate.

The virtual learning platform will be used for:

- Providing the slides of the presentations and other teaching material.

- To perform the tasks needed for the continuous assessment and the final exam, if it cannot be carried out in person.

- A forum will be created to help the learning process of the students; there they can share their doubts and queries.

- Mailing to participants with all the information they need to know.

The students will be able to use the University of Jaén's library to use the recommended bibliography in the teaching guide.

8. VIRTUAL TEACHING SCENARIO

1- teaching methodology and training activities

  Distance learning scenario 3

Training

activities

 

Format

(face-to face/online)

Teaching methodology description

2 Seminars in English

Online

2 Synchronous online sessions, lasting one hour each. In the first seminar, the students will be informed about the course. In the second , the final exam will take place.

Tutorials in English

Online

Online Tutorials.

All the tutorial sessions will be conducted online.

  2- EVALUATION SYSTEM

Evaluation in a distance learning scenario.

    Ordinary call

Evaluation test

Format (face-to-face/online synchronous or asynchronous

Description

Percentage

Final exam in English

Online (synchronous)

A final written exam, in which the students have questions of a theoretical and practical nature. It will be online and recorded with image and sound.

100%

   Extraordinary call

Evaluation test

Format (face-to-face/online )

Description

Percentage

Final exam in English

Online (synchronous)

A final written exam, in which the students have questions of a theoretical and practical nature. It will be online and recorded with image and sound.

100%.

  3- RESOURCES

 In the distance learning scenario, the classes will be held through videoconference synchronously.

 The virtual learning platform will be used for:

- Providing the slides of the presentations and other teaching material.

- To perform the tasks needed for the continuous assessment and the final exam, if it cannot be carried out in person.

- A forum will be created to help the learning process of the students; there they can share their doubts and queries.

- Mailing to participants with all the information they need to know.

The students will be able to use the University of Jaén's library to use the recommended bibliography in the teaching guide.

DATA PROTECTION CLAUSE (on line exams)

Institution in charge of data processing: Universidad de Jaén, Campus Las Lagunillas, s/n, 23071 Jaén

Data Protection Delegate: dpo@ujaen.es

Purpose: In accordance with the Universities Law and other national and regional regulations in force, carrying out exams and assessment tests corresponding to the courses students are registered in. In order to avoid frauds while sitting the exam, the exam will be answered using a videoconference system, being able the academic staff of the University of Jaén to compare and contrast the image of the person who is answering the exam with the student's photographic files. Likewise, in order to provide the exam with evidential content for revisions or claims, in accordance with current regulation frameworks, the exam will be recorded and stored.

Legitimacy: compliance with legal obligations (Universities Law) and other national and regional regulations currently in force.

Addressees: service providers who are the owners of the platforms where the exams are carried out and with whom the University of Jaén has signed the corresponding data access contracts.

Storage periods: those established in current in force regulations. In the specific case of exam videoconference recordings, not before the examination records and transcripts are closed or the exam can still be reviewed or challenged.

Rights: you can exercise your right of access, amendment, cancellation, opposition, suppression, limitation and portability by sending a letter to the postal or electronic address indicated above. In the event that you consider that your rights have been violated, you may submit a complaint to the Andalusian Council for Transparency and Data Protection www.ctpdandalucia.es

CLASS RECORDING CLAUSE PERSONAL DATA PROTECTION

Person in charge: Universidad de Jaén, Paraje Las Lagunillas, s/n; Tel.953 212121; www.ujaen.es

Data protection delegate (DPO): TELEFÓNICA, S.A.U. ; Email: dpo@ujaen.es

Procedure aim: To manage proper recordings of teaching sessions with the aim of facilitating learning process under a multimodal and/or online teaching

Period for record storage: Images will be kept during legal term according to regulations in force

Legitimacy: Data will be managed according to legal regulations (Organic Law 6/2001, December 21, on Universities) and given consent provided by selecting corresponding box in legal admission documents

Data recipients (transfers or assignments): Any person allowed to get access to every teaching modality

Rights: You may exercise your rights of access, rectification, cancellation, portability, limitation of processing, deletion or, where appropriate, opposition. To exercise these rights, you must submit a written request to the Information, Registration and Electronic Administration Service of the University of Jaen at the address above, or by e-mail to the address above. You must specify which of these rights you are requesting to be satisfied and, at the same time, you must attach a photocopy of your ID card or equivalent identification document. In case you act through a representative, legal or voluntary, you must also provide a document that proves this representation and identification. Likewise, if you consider that your right to personal data protection has been violated, you may file a complaint with the Andalusian Data Protection and Transparency Council www.ctpdandalucia.es