Market Research

Base Knowledge

The student must have basic knowledge of Descriptive and Inferential Statistics.

 

Teaching Methodologies

Exhibition classroom classes with computer support.

The school period is structured in three components:

  • classes dedicated to the presentation of theoretical concepts and practical examples;
  • classes dedicated to the use of software and construction of the questionnaire;
  • classes dedicated to supporting the simulation work of a market study.

Classes will be interspersed in a sequence that optimizes the acquisition of skills.

 

Learning Results

GENERAL OBJECTIVES:

  • Make known the main types of market studies, their potential and limitations;
  • Empower students with the know-how that will allow them to carry out a market study.

SPECIFIC OBJECTIVES:

  • Learn the different phases of preparing a market study;
  • Identify research designs;
  • Apply sampling and data processing techniques;
  • Conducting a market study.

GENERAL SKILLS:

  • Identify the different phases of preparing a market study;
  • Apply statistical techniques for data analysis.

SPECIFIC SKILLS:

  • Develop a project to carry out a market study;
  • Use fundamental statistical methods for analyzing qualitative and quantitative data;
  • Use relevant software for data analysis;
  • Prepare a final report of a market study.

Program

Chapter 1 – Introduction to Market Research

1.1 Problem formulation and research needs.

1.2 Types of Market Studies

1.3 Design and design of a market study.

1.4 Examples of Market Research

Chapter 2 – External and Internal Context

2.1 Internal Context

2.1.1 Definition

2.1.2 Analysis of practical cases

2.2 External Context

2.2.1 Definition

2.2.2 Analysis of practical cases

2.3 Fieldwork/research

Chapter 3 – Sampling

3.1 Basic settings and sampling plan

3.2 Sampling Techniques

Chapter 4 – Methods of Data Collection

4.1 Data sources

4.1.1 Primary data sources

4.1.2 Secondary data sources

4.2 Measurement and Scales

4.3 Drawing a questionnaire

4.4 Other methods of data collection

Chapter 6 – Data Analysis and Interpretation

6.1 Reviews of Basic Concepts: Descriptive and Inferential Statistics

6.2 Multivariate Statistics

6.3 Analysis and interpretation of data in EXCEL

Chapter 7 – Ethics and Conduct

7.1 Ethics

7.2 Conduct

 

Curricular Unit Teachers

Internship(s)

NAO

Bibliography

MAIN

  • Gomes da Silva, A. (2022). Guia para Estudos de Mercado. Ed Diário de Bordo, Lisboa. ISBN 978-989-53454-7-2
  • McDaniel, C. & Gates, R. (2008); Marketing Research Essentials,.Wiley.. ISBN: 978-0-470-13198-5
  • Wilson, A. (2003). Marketing Research – An Integrated Approach. Pearson. Education. ISBN: 0-273-65113-7
  • Malhotra, N. (2001). Pesquisa de Mercado – Uma Orientação Aplicada. Bookman. ISBN: 85-7307-728-x

COMPLEMEMTARY

  • Brace, I. (2008). Questionnaire Design. Kogan Page. ISBN: 978-0-7494-5028-1