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 reasons why market research is done and what the logic of knowledge behind it;

c) Set learning objectives and their implementation in a questionnaire;

d) Master which several possible methodologies to respond to different objectives and criteria for applying;

e) understand the role of Marketing Research in the structure of companies;

f) Understand what are the strategic, general and specific objectives, of different MR studies;

g) Master which analytical techniques and their possible utilization criteria;

h) Understand what are the expected results.