Roger Pagà

In this course, students will be introduced to a variety of statistical techniques and models that will allow them to analyse and draw conclusions from different types of data. Primarily, the types of data that are commonly obtained when conducting quantitative research (surveys, experiments, etc.).

The psychological and sociological dimensions that influence consumer behaviour. Values, lifestyles and sociocultural and commercial aspects. Changes in individual consumption patterns.

Interpret the factors that affect consumer behaviour and understand the decisions consumers take in response to the stimuli created by companies. Interpret trends and create strategies to match identified consumer behaviour.

Perception, memory, motivation and personality and their marketing applications in the contexts of product awareness, product recall and product attitude formation. Decision-making models and influence techniques and marketing applications in the contexts of product choice and brand loyalty.

Ability to answer important marketing questions such as how to boost product awareness or how to increase purchase intentions.

Percepción, recuerdo, motivación, personalidad y sus aplicaciones en marketing en términos de percepción del producto,  product recall y formación de una actitud hacia el producto. Modelos de toma de decisiones, técnicas de influencia y aplicaciones de marketing en los contextos de la elección del producto y de fidelidad a la marca.

Capacidad para dar respuesta a grandes preguntas del marketing, por ejemplo cómo aumentar el grado de conocimiento de un producto o cómo incrementar la intención de compra.

Market research design. Quantitative and qualitative market research methods and techniques. Data analysis and presentation of results.

Carry out market research: define the sample size, select the appropriate means for carrying it out and present the findings in a suitable form.

• The marketing research process.
• Qualitative and quantitative information gathering techniques.
• Sources of information for the analysis of international markets.
• International marketing research: country, industry and motivational reports.