Concepts:
— Operational and strategic market research.
— Sources of primary, secondary, internal and external information.
— Qualitative and quantitative research.
— Group meetings, in-depth interviews, projective techniques.
— Ad hoc, omnibus, panel surveys and pseudo-purchase, observation, experimentation techniques.
— Questionnaires and moderation guides.
— Universe/object of study and samples.
— User, customer, consumer, operational marketing, strategic marketing.
— Univariate, bivariate and multivariate statistical analyses.
— Brand image, concept testing, customer satisfaction analysis.

Procedures:
— Search for, collect and draw conclusions from secondary information.
— Distinguish between the different types of research that need to be applied according to the problem posed.
— Distinguish between the different research tools, both qualitative and quantitative.
— Design a research proposal.
— Define and delimit the universe under study in a research project.
— Draft moderator guidelines and a quantitative questionnaire.
— Determine the sample size and the ideal sample error based on different studies.
— Moderate focus groups.
— Analyse qualitative information with a subjective perspective.
— Analyse information statistically in a univariate, bivariate and multivariate fashion.
— Use statistical computer packages.
— Interpret and draw conclusions from statistical analyses.
— Prepare reports of research results.
— Communicate results to the public.

1. Ability to organize and plan:
— Planning the research process.
— Organization of activities to be carried out within the research process.
2. Research capacity:
— Adequacy and variety of sources consulted in relation to the content requested.
3. Obtaining computer knowledge related to the discipline of market research:
— Use of a basic statistical package for the analysis of the information obtained in the research.
— Use of ICT tools in carrying out fieldwork in a market study.
4. Creativity and problem-solving skills:
— Develop solutions to research problems that arise.
— Develop solutions to numerical problems.
5. Analytical ability: ability to summarize and conclude information.
6. Ability to communicate orally and in writing:
— Defending arguments in front of faculty staff.
— Defending arguments in front of a peer group.
— Critical spirit when engaging with peers, faculty and literature in marketing-related discussions: initiative and precision.
7. Initiative and entrepreneurial spirit:
— In group work.
— Creation of companies among the different groups.

— Planning and organizing skills.
— Consultative spirit, good attitude to listening and research.
— Be analytical.
— Be structured.
— Be creative.
— Show initiative.
— Be decisive.
— Be rigorous.
— Know how to work in a team.
— Be communicative.