The UV research groups (GIUV) are regulated in the 1st chapter of the Regulation ACGUV48/2013, which explains the procedure for creating new research structures. They are basic research and organizational structures that result from the voluntary association of researchers that share objectives, facilities, resources and common lines of research. These researchers are also committed to the consolidation and stability of their activity, work in groups and the capability to achieve a sustainable funding.
The research groups included in the previously mentioned Regulation are registered in the Register of Research Structures of the Universitat de València (REIUV), managed by the Office of the Vice-principal for Research. The basic information of these organisms can be found in this website.
Participants
Data related to research groups featured in various information dissemination channels shall not, under any circumstances, imply a statement or commitment regarding the employment or academic affiliation of individuals associated with the Universitat de València. Their inclusion is solely the responsibility of the group directors. Updates will be made upon request from interested parties.
- Registered groups in the Register of Research Structures of the Universitat de València - (REIUV)
Reference of the Group:
Description of research activity: The MarkAp-UV R&D Group, coordinated by the researcher Prof. Dr. Inés Kuster Boluda, is formed by a team of researchers belonging to the area of Marketing and Market Research at the Universitat de València. Its main objective is research in various sectors related to Marketing and the implementation and development of novel methodologies in real business scenarios.
Web:
Scientific-technical goals: - El grupo realiza investigaciones de marketing encaminadas tanto al ambito academico como al ambito empresarial
Research lines: - Consumer behaviour.Analysis of the different stages of the final customer's purchasing process, with special emphasis on the modelling of the purchasing decision and the internal and/or external variables that influence this decision.
- Strategic marketing.Research in the field of various marketing strategies, market orientation and relationship marketing, offline and online strategies.
- Marketing and new technologies.Use of new technologies in the field of marketing (Internet, social media, mobile telephony, interactive TV, etc.).
- Marketing research in specific fields.Qualitative and quantitative market research to respond to various problems in different fields of action (tourism, services, etc.).
Group members:
CNAE:
Associated structure: - Marketing and Market Research
Keywords: - purchasing process, consumption behaviour, purchasing decision
- estrategias de marketing, segmentación y posicionamiento, marketing de relaciones y fideiización
- Internet, social media, mobil marketing, gasificación
- qualitative research, quantitative studies, experimentation
