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: