Market Analysis

Code:

2GEC01

Acronym:

AM

Keywords
Classification	Keyword
OFICIAL	Management Studies

Instance: 2015/2016 - 1S

Active?	Yes
Responsible unit:	Management
Course/CS Responsible:	Master in Sales Management

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
GCOM	33	Official Bologna Syllabus	1	-	7,5	56	202,5

Teaching language

Suitable for English-speaking students

Objectives

Market research. Learning multivariate analysis and other data analysis techniques and apply that knowledge in the context market research and managerial decision making. We emphasize a quantitative approach.

Learning outcomes and competences

The learning outcome should encompass the following upshots: to understand, to identify and to describe the theoretical framework explaining the phenomena related to markets through the application of statistical methods to predict behavior and to confirm models as well as to support decision making.

Working method

Presencial

Program

1) Introduction ; Goals of market analysis; Assessment
2) Types of market analysis
3) Qualitative methologies (surveys, content analysis)
4) Colection of data methods; types of data
5) Quantitative methodologies; exploratory data analysis
6) Quantitative methodologies; Multivariate data analysis (cluster analysis)

Mandatory literature

Malhotra, Naresh K.; Pesquisa de marketing. ISBN: 85-363-0650-5
Martinez, Luis Fructuoso; Análise de dados com SPSS. ISBN: 978-972-592-235-4
Maroco, João; Análise estatística. ISBN: 978-989-96763-4-3

Teaching methods and learning activities

Theoretical and pratical sessions, based on case studies and using SPSS

Software

SPSS

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Exame	50,00
Trabalho escrito	50,00
Total:	100,00

Calculation formula of final grade

50% exam (minimum grade 7/20) + 50% written assessment (compulsory)