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

- Ricardo Jorge Viegas Covas
- Maria de Fátima Rodrigues Pedro

Not applicable.

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.

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: consists of two components: one theoretical (C1) and one practical (C2) with a weight of 50% each. The theoretical component consists of a written test without any query element. The practical component includes two written tests (T1 and T2) and a paper (T3). For the practical component tests students may use as a reference element a handwritten A4 page. The classification obtained in the practical component results from the weighted average of the 3 evaluation elements according to C1 = 0.45 * T1 + 0.20 * T2 + 0.35 * T3.
All evaluation elements will be rated on a scale of 0 to 20 values.
Students waive exam if cumulatively:

- 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