Market Surveying

Human Resources Management and Organisational Behaviour
5 ECTS; 3º Ano, 1º Semestre, 60,0 TP + 15,0 OT

- Maria de Fátima Rodrigues Pedro
- Luis Miguel Lindinho da Cunha Mendes Grilo
- Maria João da Costa Antunes Inácio

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 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 50%, (minimum score 8 points) and two projects 50%, (minimum score of 5 points each) (weighting of 65%, 35% each).
Examination: two parts: theoretical (minimum grade nine) and practice (minimum score of 5) 50% weighting each

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