Market Research – Instituto Politécnico de Coimbra

Base Knowledge

Statistics

Teaching Methodologies

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; classes dedicated to supporting the simulation of a market study. The classes will be interspersed in a sequence that optimizes the acquisition of skills.

Learning Results

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.

Program

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. Preparation and presentation of the report

Curricular Unit Teachers

Maria Manuela Coelho Larguinho
Barbara Alexandre Regadas Correia Baía

Internship(s)

NAO

Bibliography

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