Estudos de Mercado

TeSP - Gestão Comercial e Vendas
4 ECTS; 1º Ano, 2º Semestre, 15,0 T + 30,0 PL

Lecturer
- Maria de Fátima Rodrigues Pedro

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 Add-ons
1.1 - Hypothesis Testing and Confidence Intervals
1.2 - Non-Parametric Tests
1.3 ? Simple and Multiple Linear Regressions
1.4 - Contingency Tables
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: 1 written test (theoretical+practical; each part worth 50%)
Final assessment: 1 examination theoretical+practical; each part worth 50%)
A minimum average mark of 10/20 exempts students from final examination.

Bibliography
- Oliveira, J. (2012). Marketing Research. (Vol. I). Lisboa: Edições Sílabo
- Oliveira, J. (2013). Marketing Research. (Vol. II). Lisboa: Edições Sílabo
- Bush, R. e Burns, A. (2003). Marketing Research: Online Research Applications. USA: Prentice Hall

Method of interaction
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