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Market Research

Objectives

This course includes a wide range of topics ranging from exploratory qualitative research, development of quantitative market research, and experimental methods to test products, services, and advertising.

Students learn how to collect data, namely how to design a good questionnaire and to run different analyses using the statistical software SPSS.

With this course, students should be able to design, conduct, and communicate the results of an appropriate study to identify or solve a marketing phenomenon.

General characterization

Code

200049

Credits

7.5

Responsible teacher

Simoni Fernanda Rohden

Hours

Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English

Prerequisites

None.

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

1. Lectures

2. Practical cases / exercises discussion and resolution

3. Data analysis with SPSS

4. Group Project

Evaluation method

1. Participation [20%] - Average of the 3 best-scored quizzes out of the 4.

2. Final Project (Group) [50%]

3. Exam [30%]

NOTE: The final project is mandatory and its weight on the final grade cannot be replaced by any other assignment or exam.

Subject matter

1. Introduction to Marketing Research

2. Research Problem and Research Design

3. Secondary Data 

4. Qualitative Research

5. Survey, Observation, and Questionnaire Design

6. Causal Research Design: Experiments

7. Measurement and Scaling

8. Sampling: Design; Procedures; Sample Size Definition

9. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

10. Analysis of Variance and Covariance

11. Correlation and Regression

12. Factor Analysis and Cluster Analysis

13. Multidimensional Scaling and Conjoint Analysis

14. Communicating Research Findings