ECTS credits ECTS credits: 3
ECTS Hours Rules/Memories Student's work ECTS: 51 Hours of tutorials: 3 Expository Class: 9 Interactive Classroom: 12 Total: 75
Use languages Spanish, Galician
Type: Ordinary subject Master’s Degree RD 1393/2007 - 822/2021
Departments: Organisation of Companies and Commercialisation
Areas: Marketing and Market Research
Center Faculty of Economics and Business Studies
Call: Second Semester
Teaching: With teaching
Enrolment: Enrollable | 1st year (Yes)
The program of the subject "Investigación de mercados: análise do turismo urbano" has been designed by the purpose of offering the pupil a general vision of the research of markets in relation with the marketing decisions and with the problems solving.
PART I: INTRODUCTION TO THE MARKETING RESEARCH
TOPIC 1: CONCEPT AND NATURE OF THE MARKETING RESEARCH
TOPIC 2: THE PROCESS OF INVESTIGATION
PART II: SKILLS OF WITHDRAWAL OF INFORMATION
TOPIC 3: QUALITATIVE AND QUANTITATIVE RESEARCH
TOPIC 4: MEASUREMENT OF ATTITUDES
PART III: SAMPLING AND ANALYSIS OF INFORMATION
TOPIC 5: SKILLS OF SAMPLING
TOPIC 6: FIELDWORK AND DATA ANALYSIS
Basic bibliography:
- Trespalacios, J.A.; Vázquez, R.; de la Ballina, F.J.; Bello, L. (2016). Investigación de mercados. Ed. Paraninfo.
- Grande, I.; Abascal, E. (2011). Fundamentos y técnicas de investigación comercial. Ed. ESIC.
- Merino, M.J.; Pintado, T.; Sánchez, J.; Grande, I. (2010). Introducción a la investigación de mercados. Ed. ESIC.
Complementary bibliography:
- Fernández, A. (1999). Investigación de mercados: Obtención de información. Civitas.
- Malhotra, N. (2016). Investigación de mercados. Ed. Pearson Educación
- Visauta, B. (2007). Análisis estadístico con SPSS 14, estadística básica. Ed. McGraw-Hill.
- Esteban, A.; Molina, A, (coord.) (2014). Investigación de mercados. Ed. ESIC.
CG1 -Define urban tourism and tourism business management
CG2 - Apply the knowledge acquired to the reality of the tourism sector
CG5 - Communicate information, ideas, problems and solution proposals to specialized and non-specialized publics
CT1 - Apply ethics to decision making
CT2 - Demonstrate critical reasoning.
CT3 - Analyze and synthesize information
CE2 - Apply business management techniques in the tourism sector.
CE15 - Use data collection and analysis techniques
The theoretical development will complement itself with exercises, analysis of cases and, principally, with the accomplishment of market research practices
The evaluation of this subject will be realized by means of a theoretical / practical examination. The final punctuation will be determined by the qualification obtained in the exam (50%), the proposed activities (20%) and the evaluation of the progress in class (30%).
In cases of fraudulent performance of exercises or tests, the provisions of the Regulations for the evaluation of student academic performance and review of grades will apply.
Following the Instruction Nº 1/2017 of Secretaría Xeral, students who are exempt from attendance in certain situations will be evaluated with a specific final exam (100%). Exemption from attendance must be authorized in advance by the university.
The preparation of this subject supposes a dedication of 75 hours of total work of the pupil, of which 27 h. are presencial and 48 h. correspond to working hours not presencial of the pupil.
Se recomienda que el alumnado trabaje sobre la materia a lo largo de todo el curso, lleve al día los conceptos teóricos y procure su aplicación práctica al estudio de mercado que está desarrollando pararelamente. Además, resulta conveniente la comunicación con el profesor a través de las tutorías personales
Jose Leandro Benito Torres
- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- Phone
- 881811652
- ito.benito [at] usc.es
- Category
- Professor: University Lecturer
| Wednesday | |||
|---|---|---|---|
| 16:00-17:30 | Grupo /CLE_01 | Spanish | Computer room 3 |
| 17:30-19:30 | Grupo /CLIL_01 | Spanish | Computer room 3 |
| 05.23.2025 17:00-19:00 | Grupo /CLIL_01 | Classroom 18 |
| 05.23.2025 17:00-19:00 | Grupo /CLE_01 | Classroom 18 |
| 07.09.2025 17:00-19:00 | Grupo /CLE_01 | Classroom 18 |
| 07.09.2025 17:00-19:00 | Grupo /CLIL_01 | Classroom 18 |