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Research Methods and Reporting in Marketing

Code 12544
Year 1
Semester S1
ECTS Credits 6
Workload TP(30H)
Scientific area Marketing
Entry requirements No
Mode of delivery Face-to-face.
Learning outcomes This subject aims to provide a set of concepts, techniques and approaches, as well as the understanding of the main questions that are posed, both in the preparation of the proposal, and in the structuring and realization of the research work leading to the dissertation / project / internship report in the marketing area; aims also to provide a knowledge about the main strategies to adopt in different types of research in the scientific area of marketing; offer the methodological and technical knowledge and skills necessary for the conduct and operation of a marketing research; and to show different typologies and approaches to scientific research that can be adopted in the marketing research process.
Syllabus 1. Introduction to the Marketing Research Process
2. Definition of the problem of research and development of the approach to research
3. Research Design
4. Measurement and scales
5. Development of questionnaires
6. Sampling design and procedures
7. Fieldwork and Collection
8. Data Preparation
9. Report Preparation and Presentation
Main Bibliography Aaker, D. A., Kumar, V., Leone, R., & Day, G. S. (2013). Marketing Research (11th Ed.). Wiley.
Baker, T. L. (1988). Doing Social Research, New York: McGraw-Hill Inc.
Barañano, A. (2004). Métodos e Técnicas de Investigação em Gestão – Manual de apoio à realização de trabalhos de investigação. Lisboa: Edições Sílabo.
Churchill, G. A., & Iacobucci, D. (2009). Marketing Research: Methodological Foundations. Nashville: South-Western College Pub.
Hair, J., Celsi, M. W., Bush, R., Ortinau, D. (2013). Essentials of Marketing Research (3rd Ed.). McGraw-Hill.
Hair, J., Robert, P. Bush e David J. Ortinau (2002). Marketing Research: Within a Changing Information Environment, 2nd Ed. McGraw-Hill Education – Europe.
Malhotra, N. K. (2007). Marketing Research: An Applied Orientation, Prentice-Hall.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-01-15

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