Estudos de Mercado e Opiniões

Gestão de Recursos Humanos e Comportamento Organizacional
5 ECTS; 3º Ano, 1º Semestre, 60,0 TP + 15,0 OT

Lecturer
- Maria de Fátima Rodrigues Pedro
- Maria João da Costa Antunes Inácio

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 of the main methods of descriptive statistics.
2.4. Contingency tables.
2.5. Hypothesis testing and confidence intervals.
2.6. Non-parametric tests.
2.7. Simple and Multiple Linear Regression.
2.8. Conjoit analysis
2.9. Factorial analysis
2.10. discriminant analysis
2:11. perceptual maps
2.12. multidimensional scaling

Evaluation Methodology
Continues: a written test (minimum score 9 points) and two projects (minimum score of 2 points each) (weighting of 50%, 30%, 20% each).
Examination: two parts: theoretical (minimum grade nine) and practice (minimum score of 5) 50% weighting each

Bibliography
- Malhotra, N. (2009). Marketing Research, an applied approach. USA: Prentice Hall
- Burns, A. e Bush, R. (2003). Marketing research, online research applications. USA: Prentice Hall

Method of interaction
Exhibition 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
IBM-SPSS