Social research applied to marketing


“A brand is not static, rigid and permanently confined to the wishes of our plans, but a living thing, constantly changing and conditioned entirely by the people and environments with which it interacts at all times.

A brand is not in the offices of their managers, but is out there, in the hands and minds of its consumers and environments that influence it, so our plans can always become a simple wish list or directly a nightmare if we do not take them sufficiently into an account”

Jon Jimenez. Director of Spoonch

January 2012


Organizations invest in social research because they need to understand the view of a consumer who is becoming…

  • More conscious of their power
  • More capable to access  all kind of information
  •  More social: Share more and make more questions to their peers before making a purchasing decision.

If you know deep enough who the customer / client will be easier to think about what they need, they do not need even to tell you.

This approach is one of the secrets of great leaders like Steve Jobs.

Social research will help in that purpose.


Goals and Student Profile


After completing the course the participant will be able to:

  • Understand why social research enables us to understand the point of view of consumers / customers, defined as individuals living in society the therefore influenced by it
  • Experiencing social research is a valid tool to build a marketing policy and more effective communication.
  • Lay the basics of research techniques used.
  • Learn to be users of social research in the professional context of marketing and communication.


Student Profile

ENAE Business School is very conscious of the fact that every teaching institution is built by all and must be very careful about participant selection right from the very start by analysing their CV, qualification certificates, admission exam and through a personal interview of the student by the program director. Depending on the program, ENAE Business School carries out tests to evaluate language competence.

Most of our students come from the business world about 80% of ENAE’s students are graduate professionals and executives who wish to update their knowledge and improve their skills. These students come from different academic backgrounds mostly engeneering, business, law, economics, communication and humanities.

We encourage young and talented graduates with entrepreneur spirit to be involved in our programs as a fast track to achieve their goals in the business World.



1.            The need to understand the social environment in which we operate: the market is part of society

2.            The brands and trust building



1.            Two complementary ways of observing the social reality: the qualitative and quantitative look.

2.            the qualitative: look beyond the apparent

3.            The quantitative: how is it possible that what 1000 people believe is representative of what millions of people believe?



1.            Its sense: understanding the why of things

2.            Key 1: The principle of non – directive techniques where participants can express as freely as possible.

3.            Key 2: the principle of interaction between participants

4.            Classical techniques most widely used in marketing: interviews and focus groups.

5.            The importance of ensuring the quality of the samples participating in focus groups.

6.            Design thinking and co- creation

7.            On line qualitative research: the explosion of possibilities offered by the network.

8.            Practical workshop in the classroom: designing sample goals and qualitative research through focus groups.



1.            Its sense: measuring the size of social phenomena

2.            The usefulness of the surveys

3.            Key 1: Friendly Questionnaire

4.            Key 2: Sampling and Sample

5.            Differences between polls and consultations.



1.            Why use both?: because they are useful

2.            Tips for a good questionnaire on line

3.            Time “clock” and time “experienced” when five minutes seem like an eternity and ten fly by.

4.            Internet panels: what is a panel of internet? How it is formed? How do you manage? How do you ensure tha quality of the samples? What do you use?

5.            Studies to your own databases: how to get people to participate in your studies?

6.            Practical workshops in the classroom: designing a questionnaire to measure customer satisfaction.


Specified time period and Place

Specified time period:  This course has and extension of 20 contact ours at ENAE premises.

Timetable: This course is delivered on Friday from 16:30 h. to 21:30h. and Saturday  from  9:00 h. to 14:00 h.

Place and Address:
Edif. ENAE. Campus Universitario de Espinardo 30100 Espinardo Murcia- Spain

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Terms of Payment and Scholarships

Are you interested? Obtain the following benefits:

Price: 390 €

ENAE Business School offers the following discounts:

Partner companies of FUERM, their workers, and the members of Asociacion de Antiguos Alumnos of ENAE Business School will obtain a 10% of discount.

See if your company is a member of FUERM and ENAE


If the amount of the program is paid by your company through the credit offered by the Tripartite Foundation you may recover all or part of the amount of the program in ENAE Business School, discounting the amount to be credited for the payment of social insurance.

Part of the amount paid of our training programs, in-person and In Company, could be recovered through the Tripartite Foundation (only Spanish companies).

Ask us for more information. We make the process for obtaining the discounts to all those students who request it, at no additional cost to your training.

Admission Process

This program is part of a Master that has limited availability. Taking this course will provide you great oportunities for expanding your professional networks. Final admission decision is reserved to ENAE Business School on the basis of prerequisites established for the course, room availability and specific group profile required.

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