Degree in Business Intelligence and Data Analytics

Lead the transformation of companies through the use and analysis of data.

Market research tools

In today's competitive business landscape, the "Market Research Tools: Harnessing Data for Strategic Insights" course takes center stage. This comprehensive course delves into the science and art of market research, highlighting the crucial importance of understanding and utilizing a diverse range of tools to navigate successfully. Navigating through the complexities of modern business requires organizations to have a compass in the form of market research. In an era characterized by ever-changing consumer behaviour, evolving market trends, and disruptive technologies, it is essential to remain attuned to these shifts. This course emphasizes the indispensability of market research as the cornerstone upon which successful strategies are built. By systematically collecting and analyzing data, organizations can gain deep insights into their target audience's needs, preferences, and challenges. Armed with this knowledge, businesses can customize their products, services, and marketing campaigns to profoundly resonate with customers. The objective of this course is to equip participants with expertise in effectively gathering, analyzing, and interpreting data so that they can make strategic decisions that propel business prosperity. Using a dynamic learning approach, this course blends theoretical comprehension with hands-on application. By examining actual case studies and carefully chosen articles, participants gain valuable understanding of how market research tools can be utilized to tackle intricate business hurdles. Furthermore, the course surpasses mere theory by providing practical experience using cutting-edge statistical software. This immersive learning opportunity empowers participants to directly manipulate and analyze data, arming them with the necessary skill set to extract significant insights and establish well-informed decisions within the fiercely competitive realm of contemporary marketing.
Type Subject
Tercer - Obligatoria
Previous Knowledge

This course seeks to assist you in:
Understanding Fundamentals: Acquire an in-depth comprehension of the fundamental principles, procedures, and approaches involved in market research.
Desiging Research: Acquire knowledge on how to formulate effective and efficient market research studies, which encompass selecting suitable research methods, sampling techniques, and data collection strategies.
Collecting Data: Delve into diverse means of collecting data, comprising surveys, interviews, focus groups, observations, and online analytics. Understand their strengths and weaknesses.
Analyzing Data: Enhance your abilities in scrutinizing market research data by utilizing both quantitative and qualitative techniques like statistical analysis. Additionally explore content analysis as well as sentiment analysis methodologies.
Understanding Consumer Behaviour: Probe into the psychological factors along with sociological components that influence consumer behavior. Gain valuable insights into consumers' preferences, needs,and decision-making processes facilitated by market research practices.
Conducting Competitor Analysis: Gain a comprehensive perspective on conducting competitor analyses aiming to assess competitors' strengths,inherent weaknesses gray areas, potential opportunities open for exploitation as well as threats present vying tests within today's competitive ambits.
Real World Application: Employ market research principles and practices to actual situations and case studies, acquiring hands-on experience in addressing marketing predicaments.
Technology Integration: Grasp the significance of technology and software applications in contemporary market research, encompassing survey platforms, data analytics software, and tools for data visualization.
Hands on Experience: Engage in real-world projects, interactive activities, and lifelike simulations to cultivate tangible competencies and a profound insight into the process of market research.

On the completion of this course students will be able to:
- Demonstrate proficiencies in the creation of effective market research studies, including the selection of appropriate methods and strategies for collecting data.
- Utilize quantitative and qualitative techniques to carefully analyse market research data, incorporating statistical and case based analysis.
- Identify and explain the psychological and sociological factors that influence consumer behavior, resulting in valuable insights for decision-making purposes.
- Conduct competitor analyses in order to evaluate the strengths, weaknesses, opportunities, and threats present within a given competitive landscape.
- Employ principles of market research in practical settings and case studies to demonstrate problem-solving capabilities effectively.
- Apply technological tools and software applications geared towards gathering data, analyzing information, as well as visualizing results within the context of conducting market research.


Below you can find the main topics that will be covered. The order in which they are covered will vary, but each topic is directly connected to a chapter from the required text.

Topic 1: Introduction to market research
- Icebreaking
- Introduction to the Course and course evaluation
- Discussion of basic marketing research concepts:
A. Definition of marketing research
B. Importance of marketing research

Topic 2: Market Research Process: Understanding Research Objectives
- Defining Research Objectives
- Formulating Research Questions

Topic 3: Market Research Process: Research Design and Methods
- Exploratory, Descriptive, and Causal Research
- Cross-sectional vs. Longitudinal Studies

Topic 4: Market Research Process: Primary Data Collection Methods
- Surveys and Questionnaires
- Interviews (Structured, Semi-Structured, Unstructured)
- Observations (Participant and Non-participant)

Topic 5: Market Research Process: Secondary Data Collection Methods
- Panel data on sales
- Retail panel data sources and KPIs
- Consumer panel data sources and KPIs
- Internal Sources (Company Reports, Sales Data)
- External Sources (Industry Reports, Government Data)

Topic 6: Data Analysis Techniques
Quantitative Data Analysis:
- Scales
- Descriptive Statistics
-Inferential Statistics
Qualitative Data Analysis
- Characteristics and scope
- In-depth interview and projective techniques
- Focus groups
- Direct and online observations
- Content analysis

Topic 7: Introduction to Statistical Software
- Power BI
- Tobii Eye Tracking
- Exploratory
- Jamovi

Topic 8: Survey Design and Implementation
- Constructing Effective Survey Questions
- Pilot Testing and Validation

Topic 9: Consumer Behaviour Analysis
- Creating Customer Personas
- Customer Journey Mapping
- Ethnographic Studies

Topic 10: Online and Digital Research Tools
- Web Analytics (Google Analytics, etc.)
- Social Media Listening Tools
- Online Surveys and Feedback Platforms

Topic 11: Competitive Intelligence and Benchmarking
- Competitor Analysis Tools
- Market Intelligence Platforms

Topic 12: Market Experiment with Tobii
Design and Implement Market Experiment for supermarket with Tobii eye tracking

Topic 13: Case Studies and Practical Application
- Applying Market Research Tools to Real-world Scenarios
- Analyzing Case Studies from Various Industries
- Group Discussions and Problem-solving Exercises
- Synthesizing Findings for Decision-Making


The learning experience is based on a range of teaching methods that seek to foster your understanding of the Market Research. The classes will be dynamic only if students come to class prepared and willing to contribute to class discussion.
The classes will concentrate on the fundamental market research concepts, readings and research articles/ case studies that you will be required to do outside class time as well as in-class discussions. There would be plenty of class exercises and field activities for hands on experience.


The course grade will be based on the following 5-point breakdown:
Participation 15% (Class discussion, Class Exercises, Class Presentations)
Assignments 35%:
- Assignment 1 (Group): Marketing Research Plan (15%)
- Assignment 2 (Individual): Marketing Dashboard (Data Visualisation with Power BI (20%)
NOTE: For students not participating actively in the assignments or class presentation the grade is going to be divided by 2.
Midterm exam 15%: MCQs and Descriptive
Final Exam 35%: Market Research Report of a real Business of your choice
The final exam must be passed with an overall grade of 50% and if not, students should retake, and if so the maximum mark they can get it 50%. Retake date will be announced after the exam.

The "pass" grade for the course is 5 on a 10-point scale. Students failing to achieve a passing grade will have a maximum of ONE opportunity to re-take part or all of the evaluations. The maximum mark that can be obtained is a 5 on any retake.
Only the students that have more than 5 or more for the class participation and assignments will have the opportunity to do a re-take exam.

Evaluation Criteria
Basic Bibliography

In addition to the articles/cases we will be discussing in class, you will be provided with a range of additional materials through the University intranet. You may also be requested to search for particular readings in the library databases.
Recommended Textbooks:
Essentials of Marketing Research 4th ed. - Proctor Tony - Prentice Hall Publishing.
Marketing Research: An Applied Orientation 7th Ed. - Naresh Malhotra - Pearson
These textbooks are used as the basic books for Marketing Research
These are easy to use and include many useful case studies highlighting the main marketing research concepts
Data Analysis with Microsoft Power BI - Brian Larson - McGraw Hill

Additional Material
Journal of Marketing Research
International Journal of Market Research
Journal of Consumer Research