Escuchande la voz del cliente: Un caso interdisciplinar para la docencia en Investigación de Mercados

It is appropriate that the cases studied in class relate to real life situations. In this paper we describe a case study developed within the Business Administration and Management, jointly from Statistics and Market Research in the context of the latter, for students to identify desirable traits in a web of low cost flights. Seven stages are proposed to develop during several sessions, and skills can be enhanced. We report a case jointly developed from the subjects of market research and statistics, in the context of the first, for students to identify the characteristics desirable in a flight booking website seven stages are proposed to develop during several sessions with teachers to highlight issues and skills that can be enhanced.