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 , Cód. 605919.
Lecturer
- Paula Cristina Miguel da Silva (2)
- Rosa Brígida Almeida Quadros Fernandes (2)
- Maria de Fátima Rodrigues Pedro (1)(2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
Define the market;
Identify dimensions of analysis;
Choose units of measurement;
Understand the agents and factors of evolution;
Analyze the market life cycle;
Understand the principles of sampling;
Construct a questionnaire;
Understand observation, interview, and focus group techniques;
Analyze data.
Program
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):
Two end-of-semester exams (T1 and T2), each with a weight of 50% and a minimum grade of 8.00 points. Intermediate grades are rounded to hundredths, and the final grade is for the unit.
Non-continuous Assessment:
Exam with a theoretical (50%) and practical (50%) component, with a minimum grade of 8.00 in each. Final grade on a scale of 0-20 (unit rounding).
Bibliography
- Bush, R. e Burns, A. (2003). Marketing Research: Online Research Applications. USA: Prentice Hall
- Malhotra, N. (2011). Pesquisa de Marketing: foco na decisão. São Paulo: Pearson Prentice Hall
- Marôco, J. (2018). Análise Estatística com o SPSS Statistics. : ReportNumber Lda
- Oliveira, J. (2012). Marketing Research. (Vol. I). Lisboa: Edições Sílabo
- Oliveira, J. (2013). Marketing Research. (Vol. II). Lisboa: Edições Sílabo
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
SPSS
