Learning Results
This subject aims to make the students learn the different phases of the elaboration of a market study; that they can be able to apply qualitative and quantitative techniques; to learn to apply the different statistical techniques existing for the data analysis, using appropriate statistics software (SPSS). After successfully completing this course, the student should be able to:
– Develop a project to conduct a market study.
– Use the fundamental statistical methods to analyze qualitative and quantitative data.
– Use relevant software for applications in market research, SPSS.
– Draw up a final report of a market research.
Program
1. Introduction to Market Research
1.1 Definition
1.2 Objectives
2. Defining the Marketing Research Problem
2.1 Research Design
2.2 Secondary Data Collection and Analysis
2.3 Qualitative Research
2.4 Survey and Quantitative Observation Techniques
2.5 Casual Research Design
3. Data Collection
3.1 Measurement and Scaling
3.2 Questionnaire Design
3.3 Sampling
3.4 Sample Size Determination
4. Data Analysis and Report
4.1 Data Analysis
4.2 Report Preparation and Presentation
Internship(s)
NAO
Bibliography
Malhotra, N. K. (2005) Introdução à pesquisa de marketing, Prentice-Hall
Reis, E. e Moreira, R. (1993) Pesquisa de mercados, Edições Sílabo
Hill, M. M. e Hill, A. (2000) Investigação por questionário, Edições Sílabo Maroco, J (2003) Análise estatística com utilização do SPSS, Edições Sílabo
Hair, J et al (1998) Multivariate Data Analysis, 5ª Ed., McGraw-Hill