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 and conclusions. They should also understand why market research is important and be able to evaluate the quality of a market research made by others, to have a critical opinion and to know how to improve it.
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
Data Analysis (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 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
- Organization of a market research
- Qualitative market research
- Data collection
- Sampling
- Non-sampling errors
- Analysis and presentation of marketing data