Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Marketing

ESTUDOS DE MERCADO - 2016/2017

2º curricular year
Semestralidade: 2nd semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutora Cristina Cunha
Assistant Professor: Prof. Doutora Cristina Cunha

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas

Teaching Language

Portuguese

Main Aims/Objectives

This course aims to provide
- A knowledge of practical studies of markets. Market studies are also important in the perception of the behavior and intentions of competitors. Depending on market research objectives, will identify the different types of market studies (traditional and innovative), the applicants methodologies (qualitative and quantitative) and the use of specific software (SPSS) for analysis and interpretation of results .

Specific Aims/Objectives

With this course, it is intended to prepare the student with a knowledge of body directed to the practice of market research:
- Raising awareness for the purpose of market research and the different types of studies (traditional and innovative)
- Designing a market research plan (steps)
- Identify different methodologies (quantitative and qualitative) to be adopted according to the research objectives.

Skills to be acquired

- Assimilate the terminology and technical language;
- Understand the sensitivities from the multidisciplinary areas
- Determining the nature and accuracy of objective market research plan, identifying the methods and techniques (classic and innovative);

Teaching Procedures

The practical classes consist in the exhibition concepts of the Studies
Market based on the literature of the course.
The tutorial sessions will consist of the application of the content taught in class
Theoretical and practical through the monitoring of the work (market study plan and corresponding tools)

Programme

1. The description of the market research on systems
1.1.Os objectives and the different types of studies
1.2. Brief observations on the Consumer Behavior: intervening factors and purchasing Pipelines
1.3. New trends in the field of market research: Neurosciences applied to consumption / Neuromarketing: Purposes and Tools.

2. The market research design
2.1. The organization of market research: steps and procedures
2.2. Sources of information: Secondary Data and Primary Information
2.3. Ethical standards

3. quantitative nature of research methodology:
3.1. The main types of quantitative studies: Surveys of habits and attitudes; repetitive inquiries: Barometers and panels;
3.2. Basic rules on the construction of the questionnaire survey (different models) and forms of bias. Pre test. Sampling in the field of quantitative research.

4. The main types of qualitative studies:
4.1. Individual interviews: functions; Fundamental principles: diversification and saturation.
4.2. Types and forms of samples;
4.3. Focus Group: contributions and description;
4.4. Other techniques: Creativity techniques; mystery shopping; Discussion groups; clinical trial among others

Evaluation Type

The evaluation of the course will be made on an ongoing basis through the completion of a
set of mandatory elements:
- Attendance and participation in classes;
- 2 Mini-tests
- Working group (preferred) or individual oral presentation (required)

Teaching Resources

The practical classes consist in the exhibition concepts of the Studies
Market based on the literature of the course. These contents will be illustrated with
case studies encouraging discussion and debate by the students.
The tutorial sessions will consist of the application of the content taught in class
Theoretical and practical by practical exercises and appropriate follow-up

Sustainability Objectives

Keywords

Market Research; Quantitative and Qualitative Techniques

Main Bibliography

Complementary Bibliography