Market Research

Code:

LGE508

Acronym:

MARKR

Keywords
Classification	Keyword
OFICIAL	Business Sciences

Instance: 2004/2005 - 1S

Active?	Yes
Web Page:	http://www.fep.up.pt/disciplinas/lge508
Responsible unit:	Department of Management
Course/CS Responsible:	Business Administration

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
ECO	33	Official Curricular Structure since 2004	4	2	4	-
GES	7	Official Curricular Structure since 2004	4	2	4	-

Objectives

To provide students with fluency in the language of marketing research.
To give students practice in performing a marketing research project.
To teach students how to use the statistical program – SPSS – to analyse marketing data.

Program

Part 1 An Introduction to Marketing Research
1.The Marketing Research Role in Marketing Management
2.The Marketing Research Business
3.The Marketing Research Process

Part 2 Determine Research Design and Data Sources
1.Data Sources
2.Data Collection: Exploratory Research
3.Survey Data Collection Methods

Part 3 Develop The Data Collection Procedure
1.The Measurement Process
2.Attitude Measurement
3.Questionnaire Design

Part 4 Developing The Sample Plan
1. Basic Sampling Issues
2.Sampling Methods
3.Sample Size Determination

Part 5 Data Analysis and Reporting Research Findings
1.Data Processing
2.Univariate Data Analysis (with SPSS)
3.Bivariate Data Analysis (with SPSS)

Main Bibliography

Malhotra, Naresh K. (2003). Marketing Research: An Applied Orientation with SPSS, Fourth Edition. Publisher: Prentice Hall.

Teaching methods and learning activities

Lectures.
Case studies analysis.
Sample size determination with excel functions.
Marketing data analyses with SPSS.

Software

Microsoft Excel SPSS

Evaluation Type

Distributed evaluation with final exam