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TeSP - Marketing Digital

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Publication in the Diário da República: Despacho n.º 4719/2022 de 21/04/2022

4 ECTS; 1º Ano, 2º Semestre, 42,0 TP + 14,0 OT

- Carla Sofia Costa Pott Larsen
- Inaê Pimentel Santa Ana
- Rosa Brígida Almeida Quadros Fernandes
- Maria de Fátima Rodrigues Pedro

Not applicable.

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.

Chapter I - Data Analysis Complements
1.1 - Introduction to SPSS
1.2 - Variables, populations and samples
1.3 - Descriptive statistics
1.4 - Statistical Inference
1.5 - Comparison of counts and proportions
1.6 - Parametric tests to compare populations from independent samples
1.7 - Non-parametric tests to compare populations from independent samples
1.8 - Tests for comparing populations from paired samples
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: 0.5 T1 + 0.5 T2, where T1 = average two written test, t1+t2, with a minimum grade of 8 (eight) values, and, T2= (average of three tests t1+t2+t3+ 10% homework and attitude in class), with a minimum average grade of 8 (eight)
values, performed on the computer, using the SPSS program, without internet access.
Assessment by exam: test with two aspects: a theoretical one, with a minimum grade of eight values, with a weighting of 50% and another practical with a weighting of 50%.

- Bush, R. e Burns, A. (2003). Marketing Research: Online Research Applications. USA: Prentice Hall
- Oliveira, J. (2013). Marketing Research. (Vol. II). Lisboa: Edições Sílabo
- Oliveira, J. (2012). Marketing Research. (Vol. I). Lisboa: Edições Sílabo
- Marôco, J. (2018). Análise Estatística com o SPSS Statistics. : ReportNumber Lda
- Malhotra, N. (2011). Pesquisa de Marketing: foco na decisão. São Paulo: Pearson Prentice Hall

Teaching Method
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




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