The purpose of this course is to provide students with a thorough knowledge of market research in different contexts (point of sale, point of media, consumer/customer). In the end it is intended that the student:
a) Master the knowledge associated with all the basic elements of which are market studies, how they are done, how they work and what needs do they answers;
b) Understand the role of Marketing Research in the structure of companies;
c) Understand the reasons why market research is done and what the logic of knowledge behind it;
d) Understand what are the strategic, general and specific objectives, of different MR studies;
e) Master which several possible methodologies to respond to different objectives and criteria for applying;
f) Master which analytical techniques and their possible utilization criteria;
g) Understand what are the expected results..