Market Research

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

Lecturer

Prerequisites
Not applicable.

Objectives
Its objective is to acquire competencies that allow future professionals to choose the type of study best suited to the communication and marketing goals, to ensure its monitoring and analysis of results from an operational perspective.

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

Evaluation Methodology

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