Marketing Research

Math

Statistics

In this curricular unit, the following teaching methodologies will be used:
1) Expository, using the explanation of the programmatic content through audiovisual media
2) Active, through the analysis and resolution of practical cases

At the end of the course unit, the learner is expected to be able to:

a) Organize a research project in marketing, according to the stages that compose it;

b) Give due importance in scientific production to a theoretical frame of reference;

c) Master the techniques of exploration, collection, and organization of theoretical information;

d) Organize empirical research based on the mastery of the primary sampling techniques;

e) Implement the main quantitative and qualitative techniques of data collection;

f) Analyze and interpret the data obtained;

g) Prepare research reports and oral presentations of the main results.

1. Marketing Research

1.1. Types, objectives, and methods

2. Data sources

3. The problem definition in marketing

4. Qualitative research

4.1 Desk research

4.2. Focus groups

4.3. Direct observation

4.4 Projective techniques

4.5. in-depth interviews

5. Quantitative research

5.1. Questionnaire preparation process

5.2. Question structure

5.3. Measurement and scales

5.4. pre-test

5.5. Quantitative data collection process

6. Statistical inference and research by sampling

7. SPSS

7.1 Descriptive statistics

7.2. analysis of variance

7.3 Hypotheses testing: parametric and non-parametric tests (statistical significance)

7.4. chi-square tests

7.5 Introduction to forecasting methods

Simple regression analysis and correlation analysis

8. Result presentation

8.1. Building a research report

8.2 Research report structure

8.3. Result presentation

• - Test - 50.0%
• - Group work - 50.0%

• - Exam - 100.0%

NAO

Celeste, P. (2018). Marketing Performance. Clube do Autor
Malhotra, N. K. (2019). Pesquisa de Marketing: Uma Orientação Aplicada (7a edição). Bookman
Marôco, J. (2021). [Statistical Analysis with SPSS Statistics] Análise Estatística com o SPSS Statistics (8th ed.).
Report Number.
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