Publication in the Diário da República: RCC 21/12/2010 [DR.4928/2011 21.03.2011]
5 ECTS; 3º Ano, 1º Semestre, 60,0 TP + 15,0 S + 15,0 OT , Cód. 964032.
Lecturer
- Maria de Fátima Rodrigues Pedro (2)
- Francisco Paulo Vilhena Antunes Bernardino Carvalho (2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
By the end of the course, students must have necessary
knowledge to conduct a market study, since its definition,
questionary, information gathering and its treatment. The course
will be divided in modulus, where the issues of the course contents
will be approached.
Program
I Complements in Data Analysis. 1.1 Hypothesis Tests and
Confidence Intervals; 1.2 Non-Parametric Tests; 1.3 Simple and
Multiple Linear Regression; 1.4 Cross-Tabs. II Introduction to
Market Research. 2.1 Concepts, Process and Industry; 2.2
Definition and Objectives of Study; 2.3 Information Sources; 2.4
Information Gathering. III Gathering, Preparation, Analysis and
Presentation. 3.1 Conjoit Analysis; 3.2 Factorial Analysis; 3.3
Discriminante Analysis; 3.4 Perceptual Maps; 3.5 Multidimensional
Scalling.
Evaluation Methodology
Final test
Bibliography
- Burns, A. e Bush, R. (2003). Marketing research, online research applications. USA: Prentice Hall
- Burns, A. e Bush, R. (2003). Marketing research, online research applications. USA: Prentice Hall
- Malhotra, N. (2009). Marketing Research, an applied approach. USA: Prentice Hall
- Malhotra, N. (2009). Marketing Research, an applied approach. USA: Prentice Hall
Teaching Method
In class and data analysis subjects in computer room
Software used in class
