Publication in the Diário da República: Despacho n.º 4719/2022 de 21/04/2022
4 ECTS; 1º Ano, 2º Semestre, 42,0 TP + 14,0 OT , Cód. 605919.
Lecturer
- Maria de Fátima Rodrigues Pedro (1)(2)
- Rosa Brígida Almeida Quadros Fernandes (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.
Program
Chapter I - Data Analysis Complements
1.1 - Introduction to SPSS
1.2 - Variables, populations and samples
1.3 - Descriptive statistics
1.4 - Statistical Inference
1.5 - Comparison of counts and proportions
1.6 - Parametric tests to compare populations from independent samples
1.7 - Non-parametric tests to compare populations from independent samples
1.8 - Tests for comparing populations from paired samples
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: 0.5 T1 + 0.5 T2, where T1 = test at the end of the semester (50%), minimum grade of 8 (eight) points, and, T2 = a test at the end of the semester (40%) + (10%) presence and attitude in class, with a minimum average grade of 8 (eight).
T1 and T2 grades are rounded to hundredths and only the final grade will be rounded to units. Rated for 20 (twenty) points.
Assessment by exam: test with two aspects: one theoretical, minimum grade of eight points, with a weighting of 50% and another practical, a test carried out with a weighting of 50% and a minimum grade of 8 (eight) points. Rated for 20 (twenty) points.
Bibliography
- Bush, R. e Burns, A. (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
SPSS
