Publication in the Diário da República: Despacho nº 1887/2016 - 05/02/2016
5 ECTS; 3º Ano, 1º Semestre, 60,0 TP + 15,0 OT , Cód. 964032.
Lecturer
- Ricardo Jorge Viegas Covas (2)
- Maria de Fátima Rodrigues Pedro (1)(2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
By the end of the course, students should have acquired the necessary skills to conduct the whole market survey process from definition, questionnaire design, information gathering and processing.
Program
I. Introduction to Market Research
1.1. Introduction - Concepts.
1.2. The process of Market Research.
1.3. The industry of Market Studies.
1.4. Definition of the problem and determine the study objectives.
1.5. Standardized information sources.
1.6. Note. Focus groups and other qualitative methods.
1.7. Methods of gathering information.
1.8. Determination of sample size.
II. Data gathering, preparation, analysis and presentation
2.1. Fieldwork.
2.2. Preparation of the information. Introduction to SPSS.
2.3. Brief review on main methods of descriptive and inferential statistics.
2.4. Simple and Multiple Linear Regression.
2.5. Conjoit analysis-
2.6. Factorial analysis-
2.7. Discriminant analysis-
2.8. perceptual maps-
2.9. multidimensional scaling.
Evaluation Methodology
Continuous assessment: a theoretical component (C1) and a practical component (C2), each weighted at 50 per cent.
The theoretical component consists of two written closed-book tests C1=0.5*Te1+0.5*Te2.
The practical component includes two written closed-book tests (T1 and T2). The mark obtained in the practical component is the arithmetic average of the two written tests, and there is no minimum mark. C2=0.5*T1+0.5*T2.
All assessment components will be graded on a scale of 0 to 20.
Students are exempt from the exam if they simultaneously:
- Obtain a minimum mark of eight in the theoretical component,
- obtain a minimum mark of eight in the practical component,
- The final mark (CF=0.5C1+0.5C2), rounded to the nearest integer, is greater than or equal to 10.
Examination in the Normal Examination Period and improvement examination during resit: closed-book with two parts: a theoretical part (minimum mark of eight) and a practical part (minimum mark of eight), with a weighting of 50 per cent and 50 per cent respectively.
Bibliography
- Malhotra, M. (2009). Marketing Research, an applied orientation. USA: Prentice Hill
- Marôco, J. (2018). Análise Estatística com a Utilização do SPSS. (Vol. ). : Report Number
- Oliveira, J. (2012). Marketing Research. (Vol. I). : Edições Sílabo
- Oliveira, J. (2013). Marketing Research. (Vol. II). : Edições Sílabo
Teaching Method
Traditional lectures focused on marketing and statistics topics. Practical classes supported by computer resources.
Software used in class
IBM-SPSS
