Pesquisa de Marketing

In this course, the following teaching methodologies will be used:

1) Expository, using audiovisual aids to explain the syllabus;

2) Active, through the analysis and resolution of proposed practical cases; 3) Collaborative, by carrying out group projects.

 It is expected that by the end of the curricular unit each student will be able to:

a) organize a marketing research project, based on its various stages;

b) assign due importance within the scope of scientific production to a theoretical framework of reference; c) master the techniques of exploration, collection, and organization of theoretical information;

d) organize empirical research based on the mastery of the main sampling techniques;

e) analyze and interpret data;

f) prepare research reports and oral presentation of the main results.

 1. Marketing Research

1.1. Types, objectives, and methods

2. Data Sources

3. Defining the Problem in Marketing

4. Qualitative Research

4.1. Desk Research

4.2. Focus Group

4.3. Direct Observation

4.4. Projective Techniques

4.5. In-Depth Interviews

5. Quantitative Research

5.1. Questionnaire Design Process

5.2. Question Structure

5.3. Measures and Scales

5.4. Pre-testing

5.5. Process of Collecting Quantitative Data

6. Statistical Inference and Sample Research

7. SPSS

7.1. Descriptive Statistics

7.2. Analysis of Variance

7.3. Hypothesis Testing: Parametric and Non-parametric Tests 7.4. Chi-Square Tests

7.5. Introduction to Forecasting Methods

7.5.1. Simple Regression Analysis and Correlation Analysis

8. Presenting the Results

8.1. Construction of a Research Report

8.2. Structuring the Research Report

8.3. Presentation of Results