Market Research

IE code:
MK2-103-M
Language:   Spanish
also available in English
Format:  
Multimedia
Est. dedication time:
90 minutes
Academic Area:
Type of publication:
Technical Note
Market Research

Awards received

  • Most Innovative IE Multimedia Awards 2007 and 2008 Finalist

Description

Market Research is an interactive tutorial that shows the process of market research in a very practical manner. Students take on the role of product manager working for a company in the soft drinks sector and are responsible for a new product launch.

Throughout this tutorial different theoretical content and video examples of market research techniques (such as focus groups and questionnaires) help students to assimilate the main concepts.

Author's comments

This tutorial provides students from a practical point of view with the methodologies and the main sources to obtain information in market research. At the end of the material students will have the possibility to develop a market research process.