Marketing Research
Code
2384
Academic unit
null
Department
null
Credits
7
Teacher in charge
Carlos Daniel Santos
Teaching language
English
Objectives
Marketing is a fundamental part of business. A great product is useless if it cannot be sold. Marketing research provides marketing managers with the required tools to: segment and target customers; position its products with respect to the competition; guide the marketing mix decisions (product, price, place and promotion). This course will teach students the techniques and give them the skills required to conduct marketing analytics.
It provides a comprehensive overview of the available techniques and how to apply them to a variety of real marketing problems.
The course introduces students to the available techniques to conduct marketing analysis. The covered techniques provide a broad perspective on most common marketing research techniques.
Each section covers real marketing problems and how to: Define a marketing research question; Design the sample and collect the data; Conduct preliminary data analysis; Model estimation and fit; Interpretation of the outcomes; Validation of the results.
Prerequisites
Subject matter
1.. Experimental analysis
2. ANOVA
3. Cluster analysis
4. Factor analysis
5. Logistic regression
6. Conjoint analysis
7. Multi dimensional scalling
Bibliography
Teaching method
Lectures, case studies and assignment.
Evaluation method
There is a final exam and the group assignment. The final exam will cover all the material and is mandatory.
Total score in the course will consider:
-Group assignment 50%
-Exam 50%