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Teaching GuideTerm Faculty of Sociology |
| Grao en Socioloxia |
 Subjects |
| Sociology of consumption and market research |
| Contents |
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| Identifying Data | 2019/20 | |||||||||||||
| Subject | Sociology of consumption and market research | Code | 615G01309 | |||||||||||
| Study programme |
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| Descriptors | Cycle | Period | Year | Type | Credits | |||||||||
| Graduate | 2nd four-month period |
Third | Obligatory | 6 | ||||||||||
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| Topic | Sub-topic |
| Theory | Topic 1- Genesis and historical development of the consumer society - The interest of the consumer as a social phenomenon - The consumption from a historical perspective - The development of mass consumer society - From Fordism to post-Fordism - Naomi Klein and the power of brands Topic 2-Spain as consumer society - The dual model of consumption in Spain in the early twentieth century - The Spanish model of economic development and consumer society in Spain - The values of Spanish society and consumption Item 3-consumption, social distinction and the construction of social identities - Veblen and the Theory of the Leisure Class - The Social Distinction Bourdieu - The consumption and the construction of social identities - The postmodern society and consumption Item 4: Introduction to marketing - Concept and context of marketing - Traditional-marketing: the importance of the product - Contemporary-marketing: the importance of brand and customer |
| Practice | Practice 1: Design of a research project applied to market research. - Field research - Justification of research: interest, relevance, transfer of results - Approach to the initial question and the hypothesis - Definition of the general objective and specific objectives Practice 2: Methodological Design (Ideal) 2.1. Depth interview - Design typological box - Design of the script interview - Design Technical details of the interview 2.2. Discussion groups: - Design the number and composition of groups (criteria of homogeneity and heterogeneity) - Theme design script discussion group linking hypothesis, objectives and questions - Overview of the focus group and the person who participates in the group 2.3. The participant and non participant - Define the observation strategy (where make the observation, number of observations, days and times (all this based on the data that you consider relevant) - Designing a form of observation with the variables to be analyzed (this information should be covered by the researcher / to the end of the observation as a diary of field) 2.4. Research budget 2.5 Work plan and schedule Practice 3: DELIVERY OF THE FINAL REPORT (corrected practices and analysis of data collected in the field work). - Treatment and presentation of information obtained in the interviews and in the focus groups - Explanation on the analysis of the information obtained through the application of participant observation - Instructions on how to style work of sociological research |
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