Market Research


1. Be able to understand the steps of a market study
2. Be able to identify secondary data sources and collect primary data
3. Be able to develop an exploratory research
4. Be able to develop a conclusive research
5. Be able to communicate the results of a market research

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




- Malhotra, Naresh K., Birks, David F. (2012). Marketing research: an applied approach. Fourth European edition. Harlow: Prentice Hall/Financial Times.
- Vilares, M., Coelho, P.S. (2011 ). Satisfação e Lealdade do Cliente- Metodologias de avaliação, gestão e análise. Escolar Editora.

Teaching method


Evaluation method


Subject matter

1. Organization and design of a market research
2. Primary and secondary data
3. Qualitative market research
4. Data collection methods and modes
5. Questionnaire design
6. Sampling
7. Sources of error in marketing research and quality evaluation
8. Presentation of results