ECTS credits ECTS credits: 6
ECTS Hours Rules/Memories Student's work ECTS: 99 Hours of tutorials: 3 Expository Class: 24 Interactive Classroom: 24 Total: 150
Use languages Spanish, Galician
Type: Ordinary Degree Subject RD 1393/2007 - 822/2021
Departments: Organisation of Companies and Commercialisation
Areas: Marketing and Market Research
Center Faculty of Business Administration and Management
Call: First Semester
Teaching: With teaching
Enrolment: Enrollable
The program of the course "Market Research" has been designed in order to offer students of the Business Administration Degree, an overview of market research, its content and objectives in relation to business decisions and the problems to be solved, so that their initiation in research is achieved.
1) The process of market research and its importance in the process of decision making in marketing.
2) Sources of information used in market research. Qualitative and quantitative research techniques
3) Sample techniques
4) Planning and development of field work.
5) Results and research report.
Basic bibliography
- Grande, I.; Abascal, Y. (2011): “Fundamentos y técnicas de investigación comercial”, ESIC editorial, Madrid.
- Merino, M.J.; Pintado, T.; Sánchez, J.; Grande, I. (2010): Introducción a la investigación de mercados, Ed. ESIC
- Trespalacios, J.L.; Vázquez, R.; De La Ballina, f.; Suárez, A. (2016): Investigación de mercados, Ed. Paraninfo.
Complementary bibliography
- Esteban, A.; Molina, A. (coord.) (2014): Investigación de mercados. Ed. ESIC.
- Fernández, A. (1999): Investigación de mercados: Obtención de información. Ed. Civitas.
- Malhotra, N. (2016). Investigación de mercados. Conceptos esenciales. Ed. Pearson Educación.
- Visauta, B. (2007): Análisis estadístico con SPSS 14. Estadística básica, Ed. McGraw-Hill.
GENERAL
CB1 - That students have demonstrated to possess and to understand knowledge in an area of study that starts from the base of general secondary education, and is usually found at a level that, although it relies on advanced textbooks, also includes some aspects Which involve knowledge from the vanguard of their field of study
CB2 - Students can apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the elaboration and defense of arguments and problem solving within their area of study
CB3 - Students have the ability to gather and interpret relevant data (usually within their area of study) to make judgments that include a reflection on relevant social, scientific or ethical issues
CB4 - Students can transmit information, ideas, problems and solutions to a specialized and non-specialized audience
CB5 - That the students have developed those learning skills necessary to undertake later studies with a high degree of autonomy
CG3 - Know how to identify, gather and interpret relevant data on issues related to business, incorporating in the making of judgments and proposals the relevant considerations on their social, scientific or ethical dimension.
CG5- Have the general knowledge and learning skills needed to continue studying and to undertake specialized studies in the various areas of the company and in other related areas, with a high degree of autonomy.
SPECIFIC
B3 - Policy and commercial strategy decisions: marketing-mix, pricing policies, distribution, promotion and product policy
D10 - Apply to the analysis of the problems professional criteria based on the management of technical instruments.
TRANSVERSAL
CT3 - Oral and written communication
CT5 - Knowledge of information technology related to the field of study.
CT10 - Teamwork
CT13 - Ethical sense
For the theoretical development of the course, the teaching approach covers different methodological alternatives and is also flexible. On one side, theoretical sessions will combine the master class with with the analysis of articles, students’ exhibitions of theoretical aspects, critical comments, etc
The interactive sessions or seminars will deal with exercises, case studies and especially with the elaboration of a market research project throughout the semester, which will be developed as the student acquires the theoretical knowledge necessary for doing it; the use of the computer will be necessary (for internet access and use of the SPSS statistical program).
The market research project will be conducted in groups, with a maximum of three people. The goal is to control all students’ participation and, thus, to achieve the desired level of learning.
If it is possible, a work session will be held in the form of a conference or visit to the company.
The online support for teaching will be used through USC virtual campus and/or MS’Teams.
Evaluation of this course will be based on an examination, the assessment of participation in both lectures and interactive sessions and the performance in the market research project.
Specifically, the course grade will be calculated by adding the following 3 ratings:
- Qualification obtained in an exam of theoretical content, which will contribute to 50% of the rating. The final exam will cover the entire program and include all material presented in class.
- Assessment of a team project, which will contribute to 40% of the grade.
- Assessment of class participation throughout the course, which will contribute to 10% of the rating. Various exercises, case studies and other teaching materials will be assigned in class and will be collected by the teacher.
To pass the course it will be necessary (both in February and July) for the student to reach 40% of the possible score on the exam. Furthermore, students must: a) pass, at least, 75% of the activities proposed in the interactive sessions and b) get a minimum score of 5 out of 10 on the final marke research project. On the contrary (failure to comply with any of the above requirements), the final grade will solely be the mark obtained in the exam, which will be evaluated on 7 points scale, being necessary to obtain a 60% to pass the subject.
COMPETENCY EVALUATION
Continuous evaluation: CB1, CB2, CB3, CB4, CB5, CG3, CT3, CT5, CT10, CT13
Examination: CB1, CB2, CB5, B3, CT1, CT6, CT7, CT9.
Following the Instruction Nº 1/2017 fo Secretaría Xeral, students who are exempt from attendance in certain situations will be evaluated with a final exam (100%). Exemption from attendance must be authorized in advance by the university.
In cases of FRAUDULENT COMPLETION OF EXERCISES OR EXAMS, the provisions of the USC Regulations on the Evaluation of Students' Academic Performance and the Review of Grades shall apply.
It is advisable to supplement the lectures with the consultation of the recommended textbooks as well as the preparation of readings and cross-cutting themes that will be discussed in class. Practical classes require an effort from students, as they have to meet with their workgroup and perform the market research. Overall, the preparation of the subject takes with a personal dedication of three hours per week (90h) while the hours of face-to-face teaching amount to 60 hours.
It is recommended that students work on the subject throughout the entire course, take up the theoretical concepts and try to apply them to their market research project in building. In addition, personal tutorials are convenient.
Maria Belen Bande Vilela
Coordinador/a- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- Phone
- 982824473
- belen.bande [at] usc.es
- Category
- Professor: University Professor
| Monday | |||
|---|---|---|---|
| 11:00-12:45 | Grupo /CLE_01 | Spanish | Classroom 4 |
| 01.24.2025 16:00-19:00 | Grupo /CLE_01 | Main Hall |
| 06.19.2025 19:00-22:00 | Grupo /CLE_01 | Main Hall |