Market Research and Consumer Behavior

Code:

2MK03

Acronym:

EMCC

Keywords
Classification	Keyword
OFICIAL	Management Studies

Instance: 2013/2014 - 1S (of 09-09-2013 to 20-12-2013)

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

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MARKT	35	Bologna Official Syllabus	1	-	7,5	56	202,5

Teaching language

Portuguese

Objectives

Consumer psychology has practical implications in the implementation of marketing strategy in the following areas: communication, price, product development, point of sale management, branding, positioning and segmentation. Underlying such managerial decisions there are always considerations about how consumers feel, thinks and attitudes. In fact, only if we understand consumers’ choices and attitudes we can influence them effectively. This course provides a conceptual framework to interpret, predict and measure consumer psychology.

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

In nature everything is chemistry and physics. Similarly in human sciences everything is psychology.  What changes is the complexity level. The learning outcome should encompass the following upshots: to understand, to identify and to describe the theoretical framework explaining the phenomena related to buying/consumption, to apply statistical methods (multivariate and econometrics) to predict behavior and to confirm models as well as to support decision making.

Working method

Presencial

Program

Consumer behavior

1-Historical overview of the contribution of psychology to marketing discipline; 2-Cognitive psychology; 2.1- Perception; 2.2-Memory and learning; 2.3-Problem solving and decision-making; 3- Social Psychology; 3.1-Motivation and emotion; 3.2- Social Influence – verbal and non-verbal behavior; 3.3- Attitudes; 4- How to apply consumer behavior to the marketing strategy definition?

 

Market research

 

1-Introdução ao Marketing Research: tipos de estudos de mercado; objectivos; questão de estudo, recolha de dados, análise de dados; 2-Novas tendências de recolha de dados - Marketing Research e a Web 2.0; 3-Análise exploratória de dados; Visualização; Não respostas; normalidade; pressupostos; 4-Análise e tratamento de dados com SPSS: testes paramétricos e não paramétricos; 5-Segmentação com análise de clusters

Mandatory literature

Michael R. Solomon, Gary Bamossy, Soren Askegaard, and Margaret K. Hogg; Consumer Behaviour: A European Perspective, Financial Times/ Prentice Hall, 2009. ISBN: 978-0273717263
Malhotra, Naresh K.; Marketing research. ISBN: 0-13-121729-1
Ghiglione, Rodolphe; O inquérito. ISBN: 972-8027-01-X

Complementary Bibliography

Hill M. & Hill ; Investigação por questionário, Edições Sílabo, 2008
Hooley, G. & Hussey M. ; Quantitative Methods in Marketing, InternationalThompson Business Press, 1999
Maroco, João; Análise estatística. ISBN: 972-618-331-6
Pestana, H. & J. Gageiro ; Análise de Dados para Ciências Sociais. A complementaridade do SPSS, Ed. Silabo, 2005
Vicente, P., E. Reis & F. Ferrão ; Sondagens. A Amostragem como Factor Decisivo de Qualidade, Edições Silabo, 2001

Teaching methods and learning activities

Real world situations and case studies are used to illustrate the conceptual framework. In-class usage of the spss software to apply statistical techniques with real managerial data. 

keywords

Social sciences > Psychological sciences > Behavioural sciences
Social sciences > Economics > Marketing > Market study

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

final grade: 50% field work plus report + 50% exam (7/20 minimum grade allowed)