Commercial Research

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

- Trespalacios, J.A.; Vázquez, R.; Bello, L. (2005). Investigación de mercados. Thomson
- Grande Esteban, I.; Abascal Fernández, E. (2011): “Fundamentos y técnicas de investigación comercial”, ESIC editorial, Madrid.
- Pintado Blanco, T.; Sánchez Herrera, J.; Grande Esteban, I.; Estévez Muñoz, M. (2010): “Introducción a la investigación de mercados”, ESIC editorial, Madrid.


Complementary bibliography

- Fernández, A. (1999). Investigación de mercados: Obtención de información. Civitas.
- Malhotra, N. (2004). Investigación de mercados. Pearson Prentice Hall.
comercial. Prentice-Hall.
- Visauta Vinacua, B. (2007): “Análisis estadístico con SPSS 14, estadística básica”, McGraw-Hill editorial, Madrid.

BASIC AND GENERAL:
CB1 - That the students have demonstrated to possess and to understand knowledge in an area of study that starts from the base of the
General secondary education, and is often found at a level which, while supported by advanced textbooks, also includes
Some aspects that imply knowledge from the vanguard of its field of study
CB2 - That the students know how to apply their knowledge to their work or vocation in a professional way and have the
Competencies that are often demonstrated through the elaboration and defense of arguments and the resolution of problems within
your 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.
specialized
CB5 - Students have developed those learning skills necessary to undertake further 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 elaboration of judgments and proposals the pertinent considerations on their social, scientific or ethical dimension.
CG5 - Have the general knowledge and learning skills necessary to continue studying and to undertake
specialized studies in the different areas of the company and in other related areas, with a high degree of autonomy

SPECIFIC
B3 - Policy and commercial strategy decisions: marketing mix, price policies, distribution, promotion and policy
product
D10 - Apply to the analysis of the problems professional criteria based on the management of technical instruments

CROSS-DISCIPLINARY SKILLS
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: lecture combined with the analysis of articles, students’ exhibitions of theoretical aspects, critical comments, etc..
The interactive sessions 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. The virtual support is also used for teaching.

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. Likewise, students must pass at least 75% of the tests proposed in the interactive sessions. In case of not reaching this percentage (75%), 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.

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.

EVALUATION OF COMPETENCES:
Class: CB1, CB2, CB3, CB4, CB5, CG3, CT10, CT13
Exam: CB1, CB2, CB3, CB4, CB5, CG5, B3, D10, CT3, CT5

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. Globally, course preparation involves a personal commitment of 90 hours. The presencial classes sum up 60 h.

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.