Pesquisa de Marketing

Marketing basics

The teaching methodology focuses on theoretical exposition in class through exposure / discussion and application with practical and real exercises. Group work will be developed in a real context.

a) Describe and organize a market research project;

b) Apply basic techniques of exploration, collection and organization of information;

c) Organize empirical research based on the mastery of the main sampling techniques;

d) Apply the main quantitative and qualitative data collection techniques;

e) Organising, analysing and interpreting the data resulting from data collection;

f) Prepare research reports and argue their main results.

a) Introduction to market research

b) Research design

c) Problem and research approach

d) Secondary data and qualitative research

e) Collection methods

f) Causal research and experimentation

g) Measures and scales

h) Questionnaires

i) Sampling

j) Field work

k) Data treatment and analysis

l) Report structure and presentation

1. Periodic assessment:

a) Two individual tests, each weighing 35% of the final grade (minimum grade of 7 out of 20 in each test required for approval in this assessment modality);

b) Marketing research project, weighting 10% of the final grade;

c) Mini assignments, weighting 20% of the final grade*.

 * The completion of the mini assignments is conditional upon mandatory attendance in the immediately preceding theoretical class.

2. Final exam assessment:

Option A:

a) Final exame, weighting 100% of the final grade.

Option B:

a) Final exam, weighting 70% of the final grade;

b) Marketing research project completed during periodic assessment, weighting  10% of the final grade;

c) Mini assignments completed during periodic assessment, weighting 20% of the final grade.

NAO