[CEM] Estudos de Mercado

Comunicação Social
5 ECTS; 1º Ano, 2º Semestre, 30,0 T + 15,0 PL + 4,0 OT

Lecturer
- Luís Miguel Ferreira Nunes

Prerequisites
Not applicable.

Objectives
Students shall be provided with the key tools that enable them to make market research and public opinion surveys in order to identify and describe markets, target publics and consumer behaviours. An introduction to quantitative and qualitative studies.

Program
1.) Introduction to market research
2.) Market survey planning
3.) Resource selection and management
4.) Methodological approaches
5.) Data collection tools
6.) Sample surveys
7.) Data analysis
8.) Data interpretation
9.) Information display

Evaluation Methodology
Mid-term assessment is compulsory.
One written assignment (40%)and one test (60%).
Those students obtaining a minimum mark of 10 are exempted from final exam.

Bibliography
- GHIGLIONE, MATALON, R. (1997). O Inquérito. Oeiras: Celta
- Lopes, J. (2007). Fundamental dos Estudos de Mercado -Teoria e prática. Lisboa: Sílabo
- Reis, R.Moreira, E. (1993). Pesquisa de Mercado. Lisboa: Sílabo

Method of interaction
Theoretical and practical sessions with content presentation and applied exercises.

Software used in class
SPSS