Market Research

Statistics

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;
• Lessons dedicated to supporting the simulation of a market study.

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

• Objectives:
• Understand the purpose of a market study.
• Learn the different stages of a market study and its implementation.
• Learn to apply the different statistical techniques for data analysis, using appropriate statistical software (SPSS).

• Skills:
• Develop a project to carry out a market study.
• Ability to prepare a questionnaire, perform data analysis and interpretation.
• Ability to carry out a market study.
• Prepare a final report of a market study.

1. Introduction to market research

1.1. Definition and objectives

1.2. Classification of market reserach 

1.3. Market research process

2. Research design 

2.1. Exploratory research

2.2. Conclusive research

3. Sampling

3.1. Definitions

3.2. Sampling techniques 

3.3. Measurement and scaling

4. Questionnaire 

4.1. Definition and objectives

4.2. Questionnaire design process

5. Data analysis 

5.1. Descriptive statistic

5.2. Inferential statistic

5.3. Multivariate statistic

5.4. Report preparation and presentation

NAO

Main:

Babin, B. J. & Zikmund, W. G. (2016). Exploring Marketing Research, 11^th Edition, Cengage Publishing

Gomes da Silva, A. (2022).  Guia para estudos de mercadoo. Ed Diário de Bordo, Lisboa

Hair, J et al (2018). Multivariate Data Analysis, 8^th Ed.,  Cengage Publishing

Hill, M. M. & Hill, A. (2005). Investigação por questionário, 2ª Ed. Edições Sílabo

Malhotra, N. K. (2005). Introdução à pesquisa de marketing, Prentice-Hall

Marôco, J (2021). Análise estatística com o SPSS Statistics, 8ª Edição, ReportNumber Editora

Vicente, P. (2012) Estudos de Mercado e de Opinião – Princípios e Aplicações de Amostragem, Edições Sílabo

Supplementary:

Burns, A.C. & Bush, R. F. (2005) Marketing Research, 4ª ed. Pearson Education, Upper Saddle River, New Jersey.

Malhotra, N. K. (2019) Marketing Research: An Applied Orientation, 7^th Edition, Pearson