Educational guide
IDENTIFYING DATA 2022_23
Subject QUALITATIVE TECHNIQUES IN MARKET RESEARCH Code 00511007
Study programme
0511 - G.MARKETING E INVESTIGACIÓN DE MERCADOS
Descriptors Credit. Type Year Period
6 Basic Training First Second
Language
Castellano
Prerequisites
Department DIREC.Y ECONOMIA DE LA EMPRESA
Coordinador
SAHELICES PINTO, CÉSAR
E-mail csahp@unileon.es
masula@unileon.es
Lecturers
SULÉ ALONSO , MARÍA ARÁNZAZU
SAHELICES PINTO, CÉSAR
Web http://
General description
Tribunales de Revisión
Tribunal titular
Cargo Departamento Profesor
Presidente DIREC.Y ECONOMIA DE LA EMPRESA PLACER GALAN , JOSE LUIS
Secretario DIREC.Y ECONOMIA DE LA EMPRESA GUTIERREZ RODRIGUEZ , PABLO
Vocal DIREC.Y ECONOMIA DE LA EMPRESA CERVANTES BLANCO , MIGUEL FRANCISCO
Tribunal suplente
Cargo Departamento Profesor
Presidente DIREC.Y ECONOMIA DE LA EMPRESA VAZQUEZ BURGUETE , JOSE LUIS
Secretario DIREC.Y ECONOMIA DE LA EMPRESA MUÑIZ MARTINEZ , NORBERTO
Vocal DIREC.Y ECONOMIA DE LA EMPRESA GONZALEZ FERNANDEZ , ANA MARIA

Competencias
Code  
A16272
A16278
B5094
B5103
B5105
B5110
C2
C3
C4

Learning aims
Competences
A16278
B5094
B5110
C2
C3
A16272
B5103
C4
A16272
B5105

Contents
Topic Sub-topic

Planning
Methodologies  ::  Tests
  Class hours Hours outside the classroom Total hours
Assignments 10 30 40
 
Case study 40 40 80
Seminars 0 20 20
 
Lecture 0 0 0
 
Mixed tests 2 0 2
Practical tests 8 0 8
 
(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students.

Methodologies
Methodologies   ::  
  Description
Assignments
Case study
Seminars
Lecture

Personalized attention
 
Description

Assessment
  Description Qualification
Mixed tests The theoretical contents of the subject will be evaluated through written exams. 40%
Practical tests The work done by students both individually and in groups will be assessed. 50%
Others Attendance, active participation and monitoring of activities will be taken into account. 10%
 
Other comments and second call

Sources of information
Access to Recommended Bibliography in the Catalog ULE

Basic Silverman, D. (2004), Qualitative Research. Theory, Method and Practice, Sage,
Rabadán Anta, R. y Ato García, M. (2003), Técnicas cualitativas de investigación de mercados, Ediciones Pirámide,

Complementary Martínez, P. (2008), Cualitativa-mente. Los secretos de la investigación cualitativa, Esic,
Zikmund, W. G. & Babin, B. J. (2013)., Essentials of Marketing Research, South-Western Cengage Learning,
Grande Esteban, I. y Abascal Fernández, E. (2011), Fundamentos y técnicas de investigación comercial, ESIC,
Silverman, D. (2006), Interpreting Qualitative Data, Sage,
Merino Sanz, M. J. (2010), Introducción a la investigación de mercados, ESIC,
Moisander, J. y Valtonen, A. (2006), Qualitative Research Marketing. A Cultural Approach, Sage,


Recommendations


Subjects that it is recommended to have taken before
PRINCIPLES OF MARKETING / 00511002