Marketing Research

Code:

MIET0021

Acronym:

EM

Keywords
Classification	Keyword
OFICIAL	Market Studies

Instance: 2024/2025 - 2S

Active?	Yes
Responsible unit:	Department of Industrial Engineering and Management
Course/CS Responsible:	Master in Innovation and Technological Entrepreneurship

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MIET	25	Syllabus since 2008/09	1	-	3	21	81

Teaching language

English

Objectives

The goal of the course is to familiarize students with the fundamentals of Marketing Research. The students should be able to design, conduct, and analyze a marketing research study, with a view to making better business decisions.

Learning outcomes and competences

Students should be able to:

1. Define and study research questions


2. Plan the marketing research steps


3. Comprehend and identify the various data sources


4. Understand and compare different qualitative and quantitative techniques for data collection


5. Design a questionnaire


6. Analyse the data

Working method

Presencial

Program

1. Planning and design marketing research


2. Problem and research needs definition


3. Conception and questionnaire design


4. Data-collection methods


5. Questionnaire design


6. Analysis and interpretation of data

Mandatory literature

Eric Shiu, Joseph Hair, Jr., Robert Bush, David Ortinau; Marketing Research, European Edition, McGraw Hill, 2009. ISBN: 9780077117061
Dawn Iacobucci, Gilbert A. Churchill; Marketing Research-Methodological Foundations, International Edition, 10th Edition, Cengage South-Western, 2010. ISBN: 9780538743778

Complementary Bibliography

Malhotra Naresh K.; Marketing research. ISBN: 978-0-273-70689-2

Teaching methods and learning activities

The method of teaching combines lectures with practical sessions. In the practical sessions the students will conduct a group assignment to develop a research study from conception to implementation.

Software

SPSS
Software NVIVO

keywords

Social sciences > Economics > Marketing > Market study

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Exame	40,00
Participação presencial	0,00
Trabalho escrito	60,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	24,00
Elaboração de relatório/dissertação/tese	6,00
Estudo autónomo	22,00
Frequência das aulas	21,00
Trabalho de campo	4,00
Trabalho de investigação	4,00
Total:	81,00

Eligibility for exams

The continuous assessment will be obtained by carrying out a group assignment, a weight of 60% in the final grade.

Attending 75% of the classes.

Calculation formula of final grade

Final grade= 0.10*(group assignment P1) +0.10*(group assignment P2) + 0.10*(group assignment P3) +0.3*(group assignment P4) + 0.4*(exam grade)

P1. Initial oral presentation - 10% of final grade
P2. Intermediary oral presentation - 10% of final grade
P3. Final oral presentation -10% of final grade
P4. Report delivery - 30% of final grade

The classification of the individual continuous assessment of each element of the working group may vary between -2 and +2 values according to the results of the inner work group assessment.

For the written exam books or other materials cannot be used.

A minimum grade of 7.5 out of 20 is required in each of the assessment components.

Examinations or Special Assignments

In special the final classification will be obtained through the following procedures:
1. Carry out an individual assignment defined by the professor;
2. Carry out an oral presentation about  the assignment; 
4. Do a written exam.

final grade= 0.6*( individual assignment presentation and report) + 0.4*(exam grade) 

A minimum grade of 7.5 out of 20 is required in each of the assessment components.

Special assessment (TE, DA, ...)

Students with Special Status do not have to attend practical classes, however, in the three moments of group work presentation, attendance is mandatory, even for students with special status.

Students with special status can choose at the beginning of the semester if they want to be evaluated as regular students or with special status, according to the rules:

 

1- If these students wish to be evaluated as regular students, they must submit a formal request to the teacher, through Moodle, by the end of the third week of classes. This request cannot be changed during the semester.

 

2-If these students wish to be evaluated as students with special status, the evaluation component related to the 3 presentations in class (P1, P2 and P3) will be replaced by an oral exam covering the entire project. The P4 component related to the report will be equal to the group's grade.
Final Grade Formula=0.3*(individuall assignment presentation) +0.3*(P4 group assignment report grade) +0.4*(Written exam)

Classification improvement

The classification improvement of the exam follows FEUP'S regulations.