| Código |
13765
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| Ano |
1
|
| Semestre |
S1
|
| Créditos ECTS |
6
|
| Carga Horária |
TP(30H)
|
| Área Científica |
Gestão
|
|
Tipo de ensino |
Face-to-face
|
|
Estágios |
NA
|
|
Objectivos de Aprendizagem |
Learning to do Marketing Research. Students will learn how to do Marketing Research.
Specific objectives are to define a Marketing Research Problem; to know the several alternatives of Research designs, and to select the most appropriate to each situation; to master measurement in Marketing; to collect data while assuring the study validity.
|
|
Conteúdos programáticos |
1. Introduction
2. Definition of a Research Problem
3. Study design
4. Measurement
5. Collecting information
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Metodologias de Ensino e Critérios de Avaliação |
Knowledge acquisition is assessed by a written exam, while in-class exercises assess applied knowledge.
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Bibliografia principal |
Malhotra, Naresh K. (2019), Marketing Research - An Applied Approach (7th Ed), Pearson Education Limited, ISBN: 978-01347348
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| Língua |
Português
|