Market Research

Código:

LGE508

Sigla:

MARKR

Áreas Científicas
Classificação	Área Científica
OFICIAL	Ciências Empresariais

Ocorrência: 2004/2005 - 1S

Ativa?	Sim
Página Web:	http://www.fep.up.pt/disciplinas/lge508
Unidade Responsável:	Agrupamento Científico de Gestão
Curso/CE Responsável:	Gestão

Ciclos de Estudo/Cursos

Sigla	Nº de Estudantes	Plano de Estudos	Anos Curriculares	Créditos UCN	Créditos ECTS	Horas de Contacto	Horas Totais
ECO	33	Plano Oficial a partir de 2004	4	2	4	-
GES	7	Plano Oficial a partir de 2004	4	2	4	-

Objetivos

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.

Programa

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)

Bibliografia Principal

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

Métodos de ensino e atividades de aprendizagem

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

Software

Microsoft Excel SPSS

Tipo de avaliação

Avaliação distribuída com exame final