Market investigation: Urban tourism analysis

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 USC Instructions, 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

P