Market Research

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

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.

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.

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

4.3 Measurement and Scales

4.3 Drawing a questionnaire

4.4 Other methods of data collection

Chapter 5 – Data processing

5.1. Data management

5.2 Guidelines for data collection/introduction/verification

Chapter 6 – Ethics and Conduct

6.1 Ethics

6.2 Conduct

NAO

MAIN

• Dawn Iacobucci, Gilbert A. Churchill; Marketing Research-Methodological Foundations, International Edition, 10th Edition, Cengage South-Western, 2010. ISBN: 9780538743778
• McDaniel, Carl & Gates, Roger; Marketing Research Essentials, Wiley, 2008. ISBN: 978-0-470-13198-5
• Wilson, Alan M.; Marketing Research – An Integrated Approach, Pearson Education, 2003. ISBN: 0-273-65113-7
• Malhotra, Naresh K.; Pesquisa de Mercado – Uma Orientação Aplicada, Bookman, 2001. ISBN: 85-7307-728-x

COMPLEMEMTARY

• Ian Brace; Questionnaire Design, Kogan Page, 2008. ISBN: 978-0-7494-5028-1
• João Maroco; Análise Estatística com Utilização de SPSS, Edições Sílabo, 2007. ISBN: 978-972-618-452-2