Market Research


This discipline includes a wide set of topics that go from qualitative research with exploratory goals to the development of quantitative marketing research.. The role of secondary data in marketing research and the presentation of the results are also studied. With this course the students should be able to design and conduct an appropriate market study for the solution of a marketing problem and to present the results.
At the end of the course the student should achieve the following learning outcomes:

  1. Understanding the steps of a market research
  2. Understand the various data sources and search secondary data sources
  3. Define a target population and the correspondent sampling frame
  4. Understand and compare the different techniques of qualitative market research
  5. Identify advantages and disadvantages of each method of data collection
  6. Understand the different scales
  7. Design a questionnaire for a particular study
  8. Identify the non-probability and probability sampling methods
  9. Identify preventive measures for potential non-sampling errors and corrective action where necessary
  10. Design, conduct and present the results of a market research suited to solving a marketing problem

General characterization





Responsible teacher

Pedro Miguel Pereira Simões Coelho


Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English


Statistic and Data Analysis (recommended).


Malhotra, Naresh K., Nunan, D. , Birks, David F. (2017). Marketing research: an applied approach. Fifth edition. Pearson Education Limited (print and electronic).

Vilares, M., Coelho, P.S. (2011). Satisfação e Lealdade do Cliente : Metodologias de avaliação, gestão e análise. Escolar Editora. 

Teaching method

The curricular unit is based on theoretical and practical lessons, including presentation of contents (concepts and methodologies), presentation and discussion of practical cases and different methodologies. The practical part of the course is oriented towards the design and development of a market study, including the phases of exploratory and conclusive research.

Evaluation method

1st round: Two tests (25% each) + Project with discussion (50%)
2nd round: Final exam (50%) + Project with discussion (50%)
The project is divided into two parts (exploratory research 25% and conclusive research 25%). For each part of the project it is necessary to elaborate and present a report, which must be discussed with the teacher.
To get approval it is mandatory to reach a minimum score of 9.5 values (out of 20) in each assessment element.

Subject matter

  1. Organization of a market research
  2. Qualitative market research
  3. Data collection
  4. Sampling
  5. Non-sampling errors
  6. Presentation of results


Programs where the course is taught: