Market Research
Objectives
This course includes a wide set of topics about market research, focusing on the development of a quantitative market research. The role of secondary data in market 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 reseach for the solution of a marketing problem and to present the results.
General characterization
Code
100059
Credits
4.0
Responsible teacher
Susana Pereira Esteves
Hours
Weekly - Available soon
Total - Available soon
Teaching language
Portuguese. If there are Erasmus students, classes will be taught in English
Prerequisites
Survey and Statistic (recommended).
Bibliography
Malhotra, Naresh K., Birks, David F. (2007). Marketing research: an applied approach. Third 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. ; 0; 0; 0
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 quantitative market research.
Evaluation method
1st season: Market Research (Group) Project (60%) + (Individual) Test (40%)
2nd season:
Option 1: Market Research (Group) Project (40%) + (Individual) Exam (60%)
Option 2: Individual Exam (100%)
Project it is requested 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
- Organization of a market research
- Data collection in a quantitative research
- Questionnaire and scales
- Sampling
- Non-sampling errors
- Presentation of results