Teaching Methodologies
The syllabus will be developed through a combination of lectures and practical sessions, seminars/webinars, the resolution of exercises, the analysis and discussion of cases and the presentation of individual and group work.
The teaching and learning methodologies (TLM) to be used in the curricular unity are as follows:
TLM1. Lectures: Present essential concepts and techniques.
TLM2. Case studies: Application of research methods in real scenarios.
TLM3. Workshops: Practical development of skills in analysis software (e.g. SPSS, Tableau).
TLM4. Group work: Planning and presenting research projects.
Learning Results
The CU aims to enable students to understand how market research is a key determinant in business decision making and how it can turn research findings into actionable business insights.
Learning Objectives (LO):
LO1 Discuss what market research is and the relevance of market research in business decision making (noting how, why and when it is useful).
LO2 Identify research tools and methods, including qualitative and quantitative (focus groups, interviews, surveys, panels, customer satisfaction)
LO3 Plan and execute research projects that integrate different data sources
LO4 Analyze and interpret results to generate actionable insights
LO5 Communicate results in a structured and reasoned way, i.e. use these tools to solve business problems/business strategies
Competencies (C):
C1 Recognize the importance of research in supporting strategic decisions (LO1)
C2 Apply tools and methods to collect and interpret data (LO2, LO3)
C3 Develop practical skills for analyzing and communicating insights (LO4, LO5)
Program
1. Introduction and initial phases of Marketing Research
1.1 Concepts and importanceof Marketing Research
1.2 Development of marketing research as a profession
1.3 The use of marketing research
2. Objectives and research design
2.1 Defining the problem and developing the methodological approach
3. Collecting and analyzing secondary data
3.1 Internal sources
3.2 External sources
4. Research methods
4.1 Quantitative vs. qualitative research
4.2 Research methodologies
5. Research approaches and purpose
6. Data analysis and reporting
7. International marketing research
7.1. Methods and challenges in global contexts
Curricular Unit Teachers
João Daniel Faria Gomes MoraisInternship(s)
NAO
Bibliography
Birks, D., Nunan, D., & Malhotra, N. K. (2021). Marketing Research: Applied insight (6ª ed.) Pearson education
Burns, A. C., & Veeck, A. (2020). Marketing Research: an applied orientation (7ª ed.) Pearson education.
Hair, J. F., Ortinau, D. J., & Harrison, D. E. (2023). Essentials of Marketing Research (6th ed.). McGraw Hill
Malhotra, N. K. (2015). Essentials of marketing research (4ª ed.). Pearson Education
McGivern, Y. (2021). The Practice of Market Research (5a Ed.). Pearson Education
Schmidt, M. J., & Hollensen, S. (2006). Marketing Research: An International Approach (Illustrated ed.). Pearson Education