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 , Cód. 964032.
Lecturer
- Maria de Fátima Rodrigues Pedro (1)(2)
- Luis Miguel Lindinho da Cunha Mendes Grilo (2)
- Maria João da Costa Antunes Inácio (2)
(1) Docente Responsável
(2) Docente que lecciona
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
Continuous assessment: 1 written test (50%) (minimum mark: 8/20) + 2 practical assignments (50%) (min. mark:5/20) (weighting 65%, 35% each).
Exam: two components: theoretical (min. mark: 9/20) and practical (minimum mark:5/20) weighting: 50%
Bibliography
- 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
Teaching Method
Traditional lectures focused on marketing and statistics topics. Practical classes supported by computer resources.
Software used in class
IBM-SPSS
