The continuous changes in the behavior of the markets and consumers, as well as the transformations experienced in the environment, force companies to obtain up-to-date information on the needs and preferences of consumers.
Given this new scenario, market research has become one of the most important areas within the company's marketing function. Companies need to know methods of obtaining information and techniques to analyze this information, to improve their decision-making processes. The market research process is useful to support business decision making and, in general, reduce the risk of any business decision.
(*)The teaching guide is the document in which the URV publishes the information about all its courses. It is a public document and cannot be modified. Only in exceptional cases can it be revised by the competent agent or duly revised so that it is in line with current legislation.
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