Market Research

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.

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

NAO

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) Fuzzy Decision Making in Modeling and Control, World Scientific and
Imperial College Editors.
VILARES, M.J., COELHO, P.S. (2005), Satisfação e lealdade do cliente, Escolar Ed