Market Research and Surveying

 

Human Resources Management and Organisational Behaviour, 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

Lecturer
- Ricardo Jorge Viegas Covas
- Maria de Fátima Rodrigues Pedro

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.

Sustainable Development Goals (SDGs)
- 4 Quality Education.

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: composed of two components: theoretical (C1) and practical (C2) with a weight of 50% each. The theoretical component consists of a written test without any element of consultation.
The practical component includes two written tests (T1 and T2). For tests of the practical component, students will not be able to use any elements of the consultation. The classification obtained in the practical component results from the arithmetic average of the 2 written tests, with no minimum grade in any of the tests. C1 = 0.5 * T1 + 0.5 * T2.
All the elements of evaluation will be classified on a scale of 0 to 20 values.
Students waive the exam if cumulatively:
• Obtain a minimum grade of eight in the theoretical component,
• Get a minimum score of eight in the practical component,
• The final grade (CF = 0.5C1 + 0.5C2), rounded to the nearest whole number, is greater than or equal to 10 points.
Exam in Normal Season and Improvement and Examination of Appeal and Improvement: Conducted without any element of consultation, with two aspects: a theoretical one (minimum score of eight values) and another practical one (minimum note of eight values), 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

Method of interaction
Traditional lectures focused on marketing and statistics topics. Practical classes supported by computer resources.

Software used in class
IBM-SPSS