Marketing Research

Conceitos estruturantes de marketing, segmentação, posicionamento e marketing-mix.

– Contents will be developed through the combination of expository sessions with practical sessions, seminars/webinars and the resolution of exercises or analysis and discussion of cases.

To enable students to understand how market research is instrumental in business decision making and hence how it can transform research findings into actionable business insights. 

Introduction and initial phases of Marketing Research

– Definition of Marketing Research

– Development of marketing research as a profession

– The use of marketing research

2. Objectives and research design

– Problem definition and the development of the research approach

3. Collection and analysis of secondary data

– Internal and external sources

4. Research methods

– Quantitative vs. Qualitative research

– Research methodologies

5. Research approaches and purpose

6. Data analysis and reporting

Translated with www.DeepL.com/Translator (free version)

NAO

Birks, D. et al (2021), Marketing Research: Applied insight 6e. Pearson education.

Burns, A. C. et al. (2017), Marketing Research: an applied orientation. 7h edition. Pearsoneducation. 

Malhotra, N et al (2013), Essentials of Marketing Research. Pearson education.