30228 - MARKETING RESEARCH

The goal of this course is to understand the concepts and the techniques required to conduct marketing research and to know how to apply them in real world marketing research problems in order to make better business decisions.

In this course students are introduced to different stages of the marketing research process. We focus on quantitative aspects of marketing research and techniques to solve real business problems, such as segmentation, positioning and strategic marketing mix.

For attending students
The exam consists of a field project by groups (50% of the final mark), and an individual written test (50% of the final mark).
During the course, attending students have the opportunity to do assignments and exercises, to attend lectures with real marketing practitioners and to participate in field and lab experiments. All these activities are evaluated by the teacher and can determine extra points to increment the final mark of the exam.

For non attending students
The exam consists of an individual written test (100% of the final mark).

For attending students
 
Slides, notes, assignments, exercises.

For non attending students 

• N. Malhotra, Marketing Research. An Applied orientation, Edition 6, Pearson Prentice Hall, 2009 (Chapters 1, 2, 3, 7, 8, 9, 13, 14, 15, 16, 17, 20).