Market research is carried out to gain a deep understanding of the conditions, trends, opportunities and challenges present in the market in which a company operates or plans to enter. The course covers the various key elements and topics that are fundamental to understanding consumer behavior and effectively managing the market. We will analyze the various existing market studies such as the quantitative, qualitative, digital type and within these the varieties such as experimental market research, in-depth interviews, focus groups, direct observation of the competition, secondary data analysis, cluster system, correlation, regression, factor analysis, descriptive analysis, expert interviews, experimentation method, time series for forecasting the future. Naturally, reviewing how the sample size is calculated and how extratification is carried out, when each study should be applied and its usefulness.

This is a necessary course for those who occupy or aspire to a role at the top of the Marketing field, as well as for those who wish to be a researcher in this area.