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Metodologia de Investigação em Marketing e Estratégia

Código 9821
Ano 1
Semestre S1
Créditos ECTS 8
Carga Horária TP(32H)
Área Científica Marketing e Estratégia
Objectivos de Aprendizagem • Identify and discuss the different research paradigms in strategy and marketing research;
• Identify and discuss the different validity and reliability tools in strategy and marketing research;
• Identify and discuss the main issues related to ethics in strategy and marketing research;
• Identify and discuss the different causal modelling techniques;
• Identify and discuss the major challenges of Research Methodology
Conteúdos programáticos • Research paradigms, ontological and epistemological foundations
• Validity and reliability according to research designs;
• Data collection and managing the data structure;
• Systematic Literature Review
• Types of research design (Causal Analysis and Modelling; Qualitative studies; Mixed Research Methods);
• Methodological challenges
Bibliografia principal Belcher, W. L. (2009), Writing Your Article in 12 Weeks, London: Sage.
Bryman, A. and Bell, E. (2007), Business Research Methods, Oxford: Oxford University Press
Heiman, G.W., Understanding Research Methods and Statistics: an introduction for psychology (1998), Boston, MA: Houghton Mifflin Company.
Huf, A. S. (2009), Designing Research for Publication, London: Sage.
Malhotra, N.K. (2010), Marketing Research: an Applied Orientation, 6th ed., Upper Sandle River, New Jersey, USA: Prentice Hall.
Thiérat, R. (2001), Doing Management Research: A comprehensive Guide, London, Sage Publications.
Ramey, D. (1999), How to read a scientific paper, AAEP Proceedings, pp.280-284.
Yin, R. (2003), Case study research: design and methods, London: Sage.
Língua Português
Data da última atualização: 2020-01-23
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