Marketing Research

Imagem d@ Ricardo Gouveia Rodrigues [Ficheiro Local]
Ricardo Gouveia Rodrigues
Código:
13765
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
Metodologias de Ensino e Critérios de Avaliação:
A written exam assesses knowledge acquisition, while in-class exercises assess applied knowledge.
Bibliografia principal:
Malhotra, Naresh K. (2019), Marketing Research - An Applied Approach (7th Ed), Pearson Education Limited, ISBN: 978-01347348
Língua:
Português