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Marketing Research

Code 13765
Year 1
Semester S1
ECTS Credits 6
Workload TP(30H)
Scientific area Management
Entry requirements None
Mode of delivery Face-to-face
Work placements NA
Learning outcomes 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. > 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.
Syllabus 1. Introduction
2. Definition of a Research Problem
3. Study design
4. Measurement
5. Collecting information
Main Bibliography Malhotra, Naresh K. (2019), Marketing Research - An Applied Approach (7th Ed.) , Pearson Education Limited, ISBN: 978-01347348 > Malhotra, Naresh K. (2019), Marketing Research - An Applied Approach (7th Ed.) , Pearson Education Limited, ISBN: 978-01347348
Teaching Methodologies and Assessment Criteria Knowledge acquisition is assessed by a written exam, while in-class exercises assess applied knowledge.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2020-01-15

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