Pesquisa de Marketing

Marketing basics

The teaching methodology focuses on theoretical exposition in class through exposure / discussion and application with practical and real exercises. Group work will be developed in a real context.

a) Describe and organize a market research project;

b) Apply basic techniques of exploration, collection and organization of information;

c) Organize empirical research based on the mastery of the main sampling techniques;

d) Apply the main quantitative and qualitative data collection techniques;

e) Organising, analysing and interpreting the data resulting from data collection;

f) Prepare research reports and argue their main results.

a) Introduction to market research

b) Problem and research approach

c) Research design

d) Secondary data and qualitative research

e) Collection methods

f) Causal research and experimentation

g) Measures and scales

h) Questionnaires

i) Sampling

j) Field work

k) Data treatment and analysis

l) Report structure and presentation

NAO

NielsenIQ. (2020a). Anuário Drug

NielsenIQ. (2020b). Anuário Food

Celeste, P. (2018). Marketing Performance. Clube do Autor

Malhotra, N. K. (2019). Pesquisa de Marketing: Uma Orientação Aplicada (7a edição). Bookman

Oliveira, J. (2014). Marketing Research (vols I & II). Edições Sílabo

Saunders, M., Lewis, P., & Thornhill, A. (2019). Research Methods for Business Students (8th Ed.). Pearson