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
Assessment continues:
Composed of two components: a theoretical (C1) and a practical (C2) with a weighting of 50% each.
The theoretical component consists of a written test without any consultation element.
The practical component includes taking a written test. To carry out the practical component test, students will not be able to use any consultation elements.
All evaluation elements will be rated on a scale of 0 to 20 values.
Students are exempt from the exam if they cumulatively:
Obtain a minimum classification of eight points in the theoretical component,
Obtain a minimum rating of eight points in the practical component,
The final grade (CF=0.5C1+0.5C2), rounded to units, is greater than or equal to 10 points.
Normal and Improvement and Appeal and Improvement Seasons:
Carried out without any element of consultation, with two aspects: one theoretical (minimum score of eight points) and another practical (minimum score of eight points), with a weighting of 50% and 50% 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
