Market Studies

Objectives

Course Objectives: The purpose of the marketing research course is to introduce students to the basic concepts of marketing research; to develop an appreciation of the role of marketing research; to enhance practical marketing research skills; and to make them intelligent seekers and users of marketing research services and reports.

Course Learning Outcomes: By the end of this course, students should detain a theoretical and practical competency that enables them to understand marketing research principles and to support their decision-making process as users of marketing research. Therefore, the students should be able to:

Identify the main marketing research techniques and their usefulness and limitations;

Establishing awareness on the importance of information management in the design of marketing strategies;

Be able to outline a structured marketing research plan;

Perform data collection and data analysis;

Draw conclusions from the results of statistical analysis.

Program

The course of marketing research is divided in five parts:

1. Introduction to marketing research

2. Phases of marketing research

3. Research design formulation

4. Data collection, analysis and reporting

5. Marketing decision support systems

Teaching Methodologies

A combination of lectures, exercises, discussions, group projects and written assignments will be used to achieve the objectives of this course. The focus of all course activities will be on understanding and application of the concepts presented.

Bibliography

Malhotra, N. (2007). Marketing Research: an applied orientation, 5/Ed., Prentice Hall: New York.

Maroco, J. (2003). Análise Estatística – Com utilização do SPSS, 1/Ed., Edições Sílabo: Lisboa, Portugal.

Aaker, D. e Kumar, G. (1998). Marketing Research, Wiley.

Reis, E. (1997). Estatística Multivariada Aplicada, Edições Sílabo, Lisboa.

Pestana, M.H. e João N. Gageiro (2005). Análise de Dados para Ciências Sociais – A complementaridade do SPSS, 4/Ed., Edições Sílabo: Lisboa.

SPSS Base 14.0 (2006). Users Guide, SPSS publishing: Chicago.

Hill, Manuela M. e Hill, Andrew (2005). Investigação por Questionário, 2/E, Edições Sílabo: Lisboa