The goal of the course is to provide students with an insight of specific aspects of market research through the collection and analysis of data that allow to get to know and characterize the objective market targeted by marketing politics. The course is distributed in two parts: one is focused on sampling designs, and the second one, on specific techniques used in the area of market research.
Syllabus
Part 1:
1. Sampling designs
2. Probabilistic sampling
Part 2:
3. Discriminating análisis
4. Multidimensional scaling
5. Conjoint analysis
6. Multivariable categorical model
Methodology
The course will be based on the instructor’s theoretical explanations, together with practical activities in problem resolution of specific sampling designs. Several sessions will also be devoted to the experiential or survey workshops if deemed necessary by the students according to the content of their project. Students will also benefit from some brief introductory workshops on the codification and input of data related to the software needed to obtain results for their project while they are working on it.
Assessment
The final grade will be calculated according to the following percentages:
Final project: 65%
Final exam (in-class open-book exam): 35%
Bibliography
ABASCAL, E. y GRANDE, I. (1989): Métodos multivariantes para la investigación comercial. Ariel Economía.
COCHRAN, W.G. (1977): Sampling Techniques. Third edition, John Wiley & Sons.
GREEN, P.E.; TULL, D.S. y ALBAUM G. (1995): Research for Marketing Decisions. Prentice Hall International Editions.
KINNEAR, T.C. y TAYLOR, J.M. (1993): Investigación de mercados, un enfoque aplicado. McGraw Hill.
MALHOTRA, N.K. (1996): Marketing Research, Applied Orientation. Prentice-Hall International Editions.
JOURNAL OF MARKETING RESEARCH.
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