Teaching Methodologies
The academic year is divided into three components: lessons devoted to the presentation of theoretical
concepts and practical examples, lessons devoted to the use of software and construction of the
questionnaire; classes dedicated to supporting the simulation of a market study. The classes will be
interspersed in a sequence that optimizes the acquisition of skills.
Learning Results
Understand the different stages of a market study. Get to know alternative research designs and concepts,
techniques and methods used in market studies. Suitability of the type of research for each case,
methodology, data collection technique and sample determination. Using multivariate statistical techniques
and other techniques for data classification. Understanding the potential biases and limitations of data from
market research. Use a software program (SPSS) for statistical analysis. Presentation and communication of
results.
Program
1. Introduction to market research
1.1. Formulation of research problem
1.2. Types of market research
2. Data
2.1. Data Sources
2.2. Measurement and ranges
3. Sampling
3.1. Types of samples
3.2. Sample design
4. Methods of data collection
4.1. Questionnaire design
4.2. Personal interviews by mail or by phone
4.3. Fieldwork
5. Analysis and interpretation of data
5.1. Data processing
5.2. Analysis of results
5.3. Multivariate Statistics
5.4. Reports
5.5. Presentation of results
Internship(s)
NAO
Bibliography
BURNS, A.C. E BUSH, R. F. (2005) Marketing Research, 4ª ed. Pearson Education, Upper Saddle River, New
Jersey.
HILL, M.M. E HILL, A. (2000) Investigação por Questionário. Edições Sílabo, Lisboa.
MALHOTRA, N. K. (2005) Fundamentos da pesquisa de marketing, Prentice-Hall
MALHOTRA, N. E BIRKS, D. (2003) Marketing Research: An applied Approach, 2ª European ed. Prentice-Hall,
Harlow, Essex.
MAROCO, J. (2003) Análise Estatística com Utilização do SPSS. Edições Sílabo, Lisboa
HAIR, J. et al, (2002) Marketing Research: Within a Changing Information Environment 2 ed, McGraw-Hill
HAIR, JOSEPH ET AL. (1998) Multivariate Data Analysis, 5ª ed, Prentice-Hall
SOUSA, J.M.C. KAYMAK, U. (2002, World Scientific and Imperial College Editors.
VILARES, M.J., COELHO, P.S. (2005), Satisfação e lealdade do cliente, Escolar Ed