Marketing Research

Scholar Year: 2018/2019 - 1S

Courses

Head Teacher Responsability Paulo Duarte Valente Almeida da Silveira Head

Weekly workload Hours/week T TP P PL L TC E OT OT/PL TPL O S Type of classes 2 2 Lectures Type Teacher Classes Hours Theoretical Totals 1 2,00 Paulo Silveira   2,00 Laboratories Totals 2 4,00 Paulo Silveira   4,00

Teaching language

Portuguese

Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)

It is intended that the student is able to know and understand how to design and conduct a marketing research study - namely:
• Understand the concept and importance of conducting market analyzes
• Know the types of market research to solve every problem
• Define the research "problem"
• Understand and analyze secondary data sources
Develop research methodologies appropriate to the 'problems' characteristics and Organization
• Design survey instruments and data collection
• Apply those tools
• Process the data collected, mastering software
• Interpret the data collected and prepare a final report and presentation with recommendations

General skills are also developed: decision making, reflection and critical analysis, oral and written vocabulary (general and technical).

Syllabus

1. CONCEPT, RELEVANCE AND PROCEDURE FOR MARKETING RESEARCH
2. TYPES OF STUDIES AND ITS APPLICATIONS
3. DATA SOURCES
4. PROCESS DESIGN AND FIELD STUDIES
4.1. Problem formulation and defining the study objectives
4.2. Design of the sampling process
4.3. Data collection techniques
4.4. Construction of instruments for data collection
4.5. Field operations
4.6. Analysis and interpretation of data
4.7. Construction of the report and presentation of results

Software

SPSS

Google Forms

Keywords

Social sciences > Economics > Marketing > Market study

Demonstration of the syllabus coherence with the UC intended learning outcomes

The syllabus coherence with the intended learning outcome are presented through the following outcomes-syllabus correspondences:
- "Understand the concept and importance of conducting market analyzes" - CONCEPT, RELEVANCE AND PROCEDURE FOR MARKETING RESEARCH
- "Knowing the types of market research" - TYPES OF STUDIES AND ITS APPLICATIONS
- Formulate the research problem - 4.1. Problem formulation and defining the study objectives
- "To investigate and analyze secondary data sources" - 3. DATA SOURCES
- "Designing research methodologies" - 4.2 Design of the sampling process, data collection 4.3. Data collection techniques
- "Building the survey instruments" - 4.4. Construction of instruments for data collection
- "Apply these instruments" - 4.5. Field operations
- "Process the data collected, mastering tools" - 4.6.Analysis and interpretation of data
- "Interpreting the data collected" - 4.7. Construction of the report and presentation of results

Teaching methodologies

In the theoretical classes we use the lecture method for teaching, also seeking to encourage the active participation of students. Several business examples are also used in those classes.
Laboratory classes introduce and discuss case studies, and the group report work is also accompanied. In the laboratory classes, SPSS software is used, and also a word processor (construction of questionnaires),
Both lectures and practical classes are supported by Moodle platform.

Demonstration of the teaching methodologies coherence with the curricular unit's intended learning outcomes

This course uses methodologies that foster the relationship between teacher and student (ie, stimulation of participation and interactive laboratory classes and discussion).
An applied vision is carried out through the exercises/cases performed during the classes, examples in lectures and conducting a final practical group report.
It is also encouraged the research/discovery through concrete business situations and a project designed from scratch by students (group work report). The existence of group presentations fosters exposure capability, reasoning and teamwork.

Assessment methodologies and evidences

Continuous assessment:
40% Report of the Group + 20% Presentation of the Group Report + 40% Written test
Each of these components needs to be positive to obtain approval.

Final evaluation:
100% written exam (performed in laboratory)

Rescue evaluation:
100% written exam (performed in laboratory)

Attendance system

Continuous assessment:: no minimum level of attendance required

Final evaluation:: no minimum level of attendance required

Main Bibliography

Complementary Bibliography

Observations

Lecture schedule for students:
• Paulo Silveira's schedule presented at the door of office B2.05