Publication in the Diário da República: Despacho n.º 12803/2021 - 29/12/2021
6 ECTS; 1º Ano, 2º Semestre, 14,0 T + 42,0 PL + 14,0 OT , Cód. 600212.
Lecturer
- Rosa Brígida Almeida Quadros Fernandes (2)
- Maria de Fátima Rodrigues Pedro (1)(2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
Define market;
Identify analysis dimensions;
Choosing measurement units;
Knowing the agents and factors of evolution;
Analyze the market life cycle;
Knowing the principles of sampling;
Build questionnaire;
Knowing technical observation, interviews and focus groups;
Analyze data.
Sustainable Development Goals (SDGs) - 4 Quality Education.
Program
Chapter I - Data Analysis Add-ons
1.1 - Hypothesis Testing and Confidence Intervals
1.2 - Non-Parametric Tests
1.3 - Simple and Multiple Linear Regressions
1.4 - Contingency Tables
Chapter II - Introduction to Market Research
2.1 - Introduction - Concepts
2.2 - Market Research process
2.3 - The industry of Market Studies
2.4 - Definition of problem and study objectives
2.5 - Standardized Information Sources
2.6 - Note. Focus groups and other qualitative methods
2.7 - Information collection methods
Evaluation Methodology
Continuous assessment: 0.5T1+0.5T2, where T1 = written test with a minimum grade of 8 values, and, T2= (four tests t1+t2+t3+t4). T1 and T2 grades are rounded to the nearest hundredths and only the final grade will be rounded to the nearest integer.
Assessment by exam: test with two aspects: a theoretical one, with a minimum grade of eight values, with a weighting of 50% and another practical with a weighting of 50%.
Bibliography
- Burns, A. e Bush, R. (2003). Marketing Research: Online Research Applications. USA: Prentice Hall
- Malhotra, N. (2011). Pesquisa de Marketing: foco na decisão. São Paulo: Pearson Prentice Hall
- Marôco, J. (2018). Análise Estatística com o SPSS Statistics. : ReportNumber Lda
- Oliveira, J. (2012). Marketing Research. (Vol. I). Lisboa: Edições Sílabo
- Oliveira, J. (2013). Marketing Research. (Vol. II). Lisboa: Edições Sílabo
Teaching Method
xhibition on the development of theoretical concepts in marketing and statistical area classes. Practical classes in computer environment for the development of the concepts.
Software used in class
