6297 - MARKETING RESEARCH

Hypercompetition leads companies that compete in the international arena to build a solid marketing information and research system. Managers that develop a marketing plan for an international firm need a theoretical and technical background about the use of marketing research: the strategic marketing decisions mentioned in the plan, such as the selection of potential markets and the definition of the international marketing mix, should be supported and oriented by the results of marketing researches.
The course objective is, first, to give students a wide view of the marketing research process and the principal researches tools. Later on, the course puts into practice these tools: participants are given all competencies for developing the most efficient plan for gathering the information they need to support international marketing decisions.

• The marketing information system.
• The marketing research: problem definition and research objectives.
• Exploratory, descriptive and causal researches.
• Exploratory research and collection of primary data: focus group, ZMET and in-depth interview.
• Descriptive research and collection of primary data: sampling plan, survey and observation.
• Causal research and collection of primary data: the experiment.
• Data analysis: techniques and models.
• Marketing research for the selection of potential areas of business.
• Marketing research for macro and micro segmentation in international areas.
• Marketing research for the international positioning.
• Marketing research for the definition of the international marketing mix.

The course grade is based on:

• A team project (50%)
• A final written exam (50%).

• The final grade is entirely based on a written exam.
  

Attending students

• N. K. Malhotra, Marketing Research. An Applied orientation, Pearson Prentice Hall, Chapters: from 1 to 17, 19 and either 23(5th edition) or 24 (6th edition).
• Slides (published on the learning platform)
• Case studies

Non attending students

• N. K. Malhotra, Marketing Research. An Applied orientation, Pearson Prentice Hall (all chapters)

Basic marketing knowledge is a prerequisite

Hypercompetition leads companies that compete in the international arena to build a solid marketing information and research system. Managers that develop a marketing plan for an international firm need a theoretical and technical background about the use of marketing research: the strategic marketing decisions mentioned in the plan, such as the selection of potential markets and the definition of the international marketing mix, should be supported and oriented by the results of marketing researches.
The course objective is, first, to give students a wide view of the marketing research process and the principal researches tools. Later on, the course puts into practice these tools: participants are given all competencies for developing the most efficient plan for gathering the information they need to support international marketing decisions.

• The marketing information system
• The marketing research: problem definition and research objectives
• Exploratory, descriptive and causal researches
• Exploratory research and collection of primary data: focus group, ZMET and in-depth interview
• Descriptive research and collection of primary data: sampling plan, survey and observation
• Causal research and collection of primary data: the experiment
• Data analysis: techniques and models
• Marketing research for the selection of potential areas of business
• Marketing research for macro and micro segmentation in international areas

Attending students
Final exam is constituted by:

• A field project by groups; its grading counts for 40% of the final general evaluation;
• The discussion of a case history by groups; its grading counts for 10%;
• An individual written exam; its grading counts for 50% of the final general evaluation.

In order to obtain a final grade, students MUST pass the written exam (thus, they have to obtain at least 18/30)

Attending students

• Malhotra, Marketing Research. An Applied orientation, Pearson Prentice Hall (chapters: from 1 to 11; from 13 to 17; 22, and 23).
• Slides (published on the learning platform)

Non - Attending students

• Malhotra, Marketing Research. An Applied orientation, Pearson Prentice Hall (all chapters).

Basic marketing knowledge is a prerequisite

Hypercompetition leads companies that compete in the international arena to build a solid marketing information and research system. Managers that develop a marketing plan for an international firm need a theoretical and technical background about the use of marketing research: the strategic marketing decisions mentioned in the plan, such as the selection of potential markets and the definition of the international marketing mix, should be supported and oriented by the results of marketing researches.
The course objective is, first, to give students a wide view of the marketing research process and the principal researches tools. Later on, the course puts into practice these tools: participants are given all competencies for developing the most efficient plan for gathering the information they need to support international marketing decisions.

• The marketing information system.
• The marketing research: problem definition and research objectives.
• Exploratory, descriptive and causal researches.
• Exploratory research and collection of primary data: focus group, ZMET and in-depth interview.
• Descriptive research and collection of primary data: sampling plan, survey and observation.
• Causal research and collection of primary data: the experiment.
• Data analysis: techniques and models.
• Marketing research for the selection of potential areas of business.
• Marketing research for macro and micro segmentation in international areas.
• Marketing research for the international positioning.
• Marketing research for the definition of the international marketing mix.

Attending students
The final exam is constituted by:

• A field project by groups; its grading counts for 40% of the final general evaluation.
• An individual written exam; its grading counts for 60% of the final general evaluation.

Non - Attending students
The final exam is constituted by a written exam.

Attending students

• Malhotra, Marketing Research. An Applied orientation, Pearson Prentice Hall (chapters: from 1 to 11; from 13 to 17; 22, and 23).
• Slides (published on the learning platform)

Non - Attending students

• Malhotra, Marketing Research. An Applied orientation, Pearson Prentice Hall (all chapters).

Basic marketing knowledge is a prerequisite