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

Versao Portuguesa

ESTUDOS DE MERCADO - 2021/2022

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

Teachers

Leading Teacher: Prof. Doutor Paulo Ramos
Assistant Professor: Prof. Doutor Paulo Ramos

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 general overview of illustrative market studies used in the context of marketing and show its importance for decision making in the field of marketing management.

Specific Aims/Objectives

1. To promote the knowledge and understanding of Marketing Research, particularly of qualitative and quantitative methods, as well as its importance in the context of marketing management;
2. To develop the ability to perform, in the context of a work team, a design research and the respective data collection and analysis;
3. To developing skills for care, with specialized companies, conducting market research.

Skills to be acquired

1. Developing a design context of marketing research;
2. Performing or monitor collecting data in the context of a marketing research;
3. Analyzing and processing data from qualitative and quantitative studies;
4. Discussing results and drawing conclusions that can be useful for decision making.

Teaching Procedures

The classes will consist of theoretical and practical exposure of concepts related to Marketing Research based in the bibliography of the course. This content will be illustrated with case studies encouraging discussion and debate by the students.
The tutorial sessions will consist of tutorial guidance in the application of content taught in theoretical classes through practical exercises and respective monitoring by the teacher.

Programme

1. Fundamentals of Marketing Research
1.1 Introduction to marketing research: concepts and principles;
1.2 Techniques of marketing research: desk research, consumer panels, observation, competition analysis and consumer studies on the internet;
1.3 Applications of marketing research: market analysis; examine the habits and attitudes of consumers, brands and product evaluation.

2. Qualitative research
2.1 Design of qualitative studies: determination of objectives, sample definition and elaboration of the script;
2.2 Data collection: organization, conduct the interview and registration of information;
2.3 Data analysis and processing: content analysis, identifying categories, processing and presentation of qualitative data.

3. Quantitative research
3.1 Design of quantitative research: determination of objectives, sample definition, building the questionnaire;
3.2 Forms of administration of the questionnaire: face-to-face, by phone and online.
3.3 Data analysis and processing with the help of SPSS.

Evaluation Type

The evaluation will be made on a continuous basis by performing a set of elements:
- Attendance and class participation;
- 2 written tests
- 1 group coursework: a small practical research project

Teaching Resources

Two teaching resources will be used:
- The presentations done and delivered by the teacher
- The bibliography recommended by the teacher.

Sustainability Objectives

Keywords

Marketing research
Market investigation
Research methods

Main Bibliography

Author Nunan, D.; Birks, D.; Malhotra; N.
Title Marketing Research: Applied Insight, 6th Edition,
Edition 6 th
Place New Jersey
Editor Prentice Hall
Year 2021
Author Marôco, J
Title Análise Estatística com o SPSS Statistics
Edition
Editor Report Number
Year 2021
Author Burns, A.; Veeck, A.; Bush; R.
Title Marketing Research
Edition 8ª edição
Place Essex, England
Editor Pearson Education
Year 2017