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OBJECTIVESTo learn about commercial research in a company’s marketing department: its nature and characteristics, its possible designs and the techniques used to gather the information that marketing directors rely on when elaborating commercial strategies.
COURSE DESCRIPTIONThe course first approaches commercial research in the context of a company’s marketing information system, and explains how it is organized and planned. The course then considers information resources and the scales of measurement, in order to understand the various techniques used in collecting and processing data.
BIBLIOGRAPHYBELLO, L., VÁZQUEZ, R. y TRESPALACIOS, J.A.: Investigación de mercados y estrategia de marketing. Civitas, Madrid 1999. DÍEZ DE CASTRO, E. y LANDA, J.: Investigación en marketing. Civitas, Madrid 1994. MALHOTRA, N.K.: Marketing Research. An Applied Orientation. Prentice-Hall. Englewood Cliffs, N. Jersey 1993.
METHODOLOGYCombination of theoretical explanations and practical cases related to each topic. Students will prepare for and discussion each topic, and resolve practical cases.
EVALUATIONStudents’ participation and preparation to the topics will account for 60% and the exam will account for the remaining 40%. The evaluation will depend on the student’s performance in preparing the assigned material.
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