Educational guide
IDENTIFYING DATA							2023_24
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 CERVANTES BLANCO , MIGUEL FRANCISCO Secretario DIREC.Y ECONOMIA DE LA EMPRESA LANERO CARRIZO , ANA Vocal DIREC.Y ECONOMIA DE LA EMPRESA GUTIERREZ RODRIGUEZ , PABLO 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	CMECES2 That students know how to apply their knowledge to their work or vocation in a professional manner and possess the skills that are usually demonstrated through the development and defense of arguments and the resolution of problems within their area of study.
C3	CMECES3 That students have the ability to gather and interpret relevant data (normally within their area of study) to make judgments that include reflection on relevant issues of a social, scientific or ethical nature.
C4	CMECES4 That students can transmit information, ideas, problems and solutions to both a specialised and non-specialised audience

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