Market Research

The student must have basic knowledge of Descriptive and Inferential Statistics.

The academic period is structured as follows (indicative class planning (PIA) available on NONIO):

•     theoretical classes (T) – presentation of theoretical concepts and practical examples;
•     laboratory classes (L) – use of software and construction of questionnaires;
•     practical classes (P) – group development of a project – simulation of a market study;
•     assessment moments (A) – presentation and discussion of the project and individual attendance.

Classes will have a methodology interspersed between theoretical exposition and resolution of a case study (Market Study), in order to optimize the acquisition of skills.

GENERAL OBJECTIVES:

• Make known the main types of market studies, their potential and limitations;
• Empower students with the know-how that will allow them to carry out a market study.

SPECIFIC OBJECTIVES:

• Learn the different phases of preparing a market study;
• Identify research designs;
• Apply sampling and data processing techniques;
• Conducting a market study.

GENERAL SKILLS:

• Identify the different phases of preparing a market study;
• Apply statistical techniques for data analysis.

SPECIFIC SKILLS:

• Develop a project to carry out a market study;
• Use fundamental statistical methods for analyzing qualitative and quantitative data;
• Use relevant software for data analysis;
• Prepare a final report of a market study.

Chapter 1 – Introduction to Market Research

1.1 Problem formulation and research needs.

1.2 Types of Market Studies

1.3 Design and design of a market study.

1.4 Examples of Market Research

Chapter 2 – External and Internal Context

2.1 Internal Context

2.1.1 Definition

2.1.2 Analysis of practical cases

2.2 External Context

2.2.1 Definition

2.2.2 Analysis of practical cases

2.3 Fieldwork/research

Chapter 3 – Sampling

3.1 Basic settings and sampling plan

3.2 Sampling Techniques

Chapter 4 – Methods of Data Collection

4.1 Data sources

4.1.1 Primary data sources

4.1.2 Secondary data sources

4.3 Measurement and Scales

4.3 Drawing a questionnaire

4.4 Other methods of data collection

Chapter 5 – Data processing

5.1. Data management

5.2 Guidelines for data collection/introduction/verification

Chapter 6 – Ethics and Conduct

6.1 Ethics

6.2 Conduct

In accordance with the Regulations for the 1st Study Cycle, two assessment regimes are proposed:

EVALUATION BY EXAM:

Seasons: Normal, Appeal and Special;

Students of all statuses;

Final exam

• Individual written exam with consultation of auxiliary material
• Date: Consult the exam map
• Content: Entire program
• Duration: 2h
• Quotation: (maximum) 20 values
• Format: Closed-response questions with a total rating of 10 points and open-ended questions with a total rating of 10 points
• NOTE 1: Closed answer questions: correct answer will receive the entire quotation; incorrect answer will be quoted 0 points
• NOTE 2: Closed answer questions: The student's answer will be given on an ANSWER SHEET (duly identified with the moment of assessment, student name and number, version of the test, statement key and date) with multiple answers and/or Strikethroughs will have a rating of 0 values ​​(the use of rubber and/or correction varnish is prohibited).
• Access requirements: Enrollment and registration requirements me
• Approval: Final classification is equal to the exam classification, passing with a minimum final classification of 10 points

PERIODIC EVALUATION:

Students of all statuses;

Attendance in class is not a mandatory requirement (but is always strongly advised), with the exception of moments of discussion and/or presentation of group work. The dates of these moments can be consulted, at the beginning of the year, in the indicative class schedule (PIA). Missing at least one of these classes will lead to exclusion from this assessment method.

This assessment method consists of two components - Group Assessment (75%) and Individual Assessment (25%) - which total 6 assessment moments. Missing at least 1 of these moments and/or obtaining a rating equal to or lower than 4 (out of 20 values) in at least 1 of these moments leads to exclusion from this assessment method.

Group Assessment (GA):

• Group work with 4 elements;
• Theme: Internationalization of Markets or Sustainable Development
• Practical Work - Part I - and its discussion (PI) - 10%
• Practical Work - Part II - and its discussion (PII) - 10%
• Practical Work - Preparation of Online Questionnaire (Q) - 20%
• Practical Work - Final Report (R) - 20%
• Presentation and discussion of the Final work (A) - 15%
• Dates of discussions/presentations/submissions: Consult PIA;
• Any incident regarding the development of group work, namely the lack of participation of any member, must be reported to the Teacher as soon as detected (and not on the day of the final presentation of the work). Failure to communicate in a timely manner will result in all elements having the same classification.
• All work submitted on the platform will be analyzed using the UrKund tool. Any anomalous situation detected will lead to the exclusion of all members of the group from this evaluation method.

Individual Assessment (AI):

• Individual Frequency (F)
• By consulting the material available on the platform (on paper)
• Duration: 1h
• Content: Entire program
• Date: Consult PIA
• Format: Closed-answer questions (correct answer will have the full quotation; incorrect answer will have a quotation of 0 values)
• NOTE: The student's answer will be given on an ANSWER SHEET (duly identified with the moment of assessment, student name and number, test version, wording key and date) and multiple and/or crossed out answers will have a classification of 0 values ​​(the use of rubber and/or corrective varnish is prohibited).

Approval:

• Final classification is equal to the (weighted) classification of the various components of the study, with approval occurring with a minimum final classification of 10 points.

• Final Classification = 0.1PI + 0.1PII ​​+ 0.2Q + 0.2R + 0.15A + 0.25F

NAO