Market Research
Objectives
To understand why market research is important.
To learn what information is needed to answer specific research questions.
To learn how to obtain that information.
To know how to make meaningful insights from the data.
To understand what the different applications are of the insights we gain from market research.
To understand how market research can help the decision-making process.
General characterization
Code
200049
Credits
7.5
Responsible teacher
Hours
Weekly - Available soon
Total - Available soon
Teaching language
Portuguese. If there are Erasmus students, classes will be taught in English
Prerequisites
Bibliography
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.; Aaker, Kumar, Day (2001). Marketing Research. Wiley.; 0; 0
Teaching method
Lectures
Group exercises in breakout rooms
Group project (developing and conducting a market research for a local firm)
Final exam
Evaluation method
Group project - 40%
Final exam - 50%
Participation & attendance - 10%
Subject matter
| Week | Topic | Chapters from Nunan et al. |
| Week 1 | Introduction to market research | Chapter 1 |
| Week 2 | Research problem and research design | Chapters 2 & 3 |
| Week 3 | Secondary data | Chapter 4 |
| Week 4 | Qualitative research I. | Chapters 6 & 7 |
| Week 5 | Qualitative research II. | Chapters 8 & 9 |
| Week 6 | Survey & questionnaire design | Chapters 10 & 13 |
| Week 7 | Causal research (experiments) | Chapter 11 |
| Week 8 | Sampling (design, procedures and size) | Chapters 14 & 15 |
| Week 9 | ANOVA | Chapter 21 |
| Week 10 | Correlation and regression | Chapter 22 |
| Week 11 | Factor & cluster analysis | Chapters 24 & 25 |
| Week 12 | Communicating research findings | Chapter 28 |
| Week 13 | Group presentations |
Programs
Programs where the course is taught:
- Specialization in Information Analysis and Management
- Specialization in Risk Analysis and Management
- Especialização em Data Science for Marketing
- Especialização em Digital Marketing and Analytics
- Specialization in Knowledge Management and Business Intelligence
- Specialization in Information Systems and Technologies Management
- Especialização em Marketing Intelligence
- Specialization in Marketing Intelligence
- Especialização em Marketing Research e CRM
- Specialization in Marketing Research and CRM
- Laboral - Especialização em Digital Marketing and Analytics
- Specialization in Knowledge Management and Business Intelligence – Working Hours Format
- Specialization in Information Systems and Technologies Management - Working Hours Format
- Laboral - Especialização em Marketing Intelligence
- Specialization in Marketing Intelligence - Working Hours Format
- Mestrado em Data-Driven Marketing
- Post-Graduation in Information Analysis and Management
- Post-Graduation Risk Analysis and Management
- PostGraduate in Smart Cities
- PostGraduate in Data Science for Marketing
- PostGraduate in Digital Enterprise Management
- PostGraduate Digital Marketing and Analytics
- PostGraduate in Information Management and Business Intelligence in Healthcare
- Post-Graduation in Knowledge Management and Business Intelligence
- Post-Graduation Information Systems and Technologies Management
- PostGraduate in Marketing Intelligence
- PostGraduate Marketing Research e CRM
- PostGraduate in Enterprise Information Systems