Consumer Behavior and Marketing Research

Not applicable

1. Verbal methods (say), making use of the following educational resources: Exposition, Explanation, Dialogue and Questioning;
2. Intuitive Methodologies (show), making use of the following educational resources: Demo, Audiovisual and Written texts;
3. Active methodologies (do), making use of the following educational resources: Group Work, Case-studies and Simulation

Students, at the end of the Curricular Unit, should be able to:

a) Identify the influencing elements of consumer behavior
b) Understand consumer decision processes
c) Recognize the concepts of group, culture and subculture as influencers of consumer decision
d) Recognize problems in the area of consumer behavior
e) Explore the techniques of exploration, collection and organization and presentation of research information

1. Consumer Behavior
1.1. Engagement, Perception, Memory, and Cognitive Learning
1.2. Consumer Motivation
1.3. Personality and psychographic factos
1.4. Process of Attitude And Behavior
1.5. Consumer Decision Processes
1.6. Situational Influences
1.7. Groups, Culture and Subcultures
2. Marketing Research
2.1. Marketing Research problems Identification
2.2. Qualitative Studies vs Quantitative Studies
2.3. Processes for data collection
2.4. Presentation of Search Results

• - Written tests - 100.0%

• - Written test - 50.0%
• - Group work - 50.0%

NAO

Cialdini, R. (2008). A Influência, a psicologia da persuasão. Sinais de Fogo
Dionísio, P. et al. (2018). Mercator, o Marketing na Era Digital. D. Quixote
Kotler, P. (2010). Marketing 3.0. Actual Editora
Kotler, P. (2017). Marketing 4.0. Actual Editora
Nine, W. (2017). Como fazer pesquisa de Marketing. Gen Atlas
Cardoso, A. (2009). O comportamento do consumidor. Lidel