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
N/A
Subject matter
Bibliography
The main textbook:
Hair, Black, Babin, Anderson, Tatham, Multivariate Data Analysis, Prentice Hall Malhotra, N., Marketing Research, Pearson (Chapter 7)
Singleton, R. and B. Straits, Approaches to Social Research, OUP, (Ch9 for 5th ed, Ch8 for 4th ed)
Some complementary material will be posted for download on the class web page.
Teaching 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:
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%