Market Research and Consumer Behavior

Code:

2MK03

Acronym:

EMCC

Keywords
Classification	Keyword
OFICIAL	Management Studies

Instance: 2023/2024 - 1S

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	39	Bologna Official Syllabus	1	-	7,5	56	202,5

Teaching language

Portuguese

Objectives

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 -Introduction to Marketing Research: types of market studies; objectives; questionnaires, data collection; New trends in data collection - Marketing Research and the Web 2.0; 2 - Some key concepts: Social Network Analysis, SEO and SEM, RFM, CLV; 3-  Data Analysis with SPSS-  Visualization; missing data; normality; asumptions; parametric and non-parametric tests; segmentation with cluster analysis; prediction; 4. Case studies: Customer Analytics, Neuromarketing,  Web Analytics; etc.

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

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
Ghiglione, Rodolphe; O inquérito. ISBN: 972-8027-01-X
João Manuel Portela da Gama; Extração de conhecimento de dados. ISBN: 978-972-618-698-4

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. 

 

Software

SPSS

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	40,00
Participação presencial	10,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Apresentação/discussão de um trabalho científico	3,00
Frequência das aulas	39,00
Total:	42,00

Eligibility for exams

Exam or examinatio + project

Calculation formula of final grade

final grade: 40% field work plus report + 50% exam (7/20 minimum grade allowed) + classroom presence and participation