| Code |
14028
|
| Year |
3
|
| Semester |
S1
|
| ECTS Credits |
6
|
| Workload |
TP(30H)
|
| Scientific area |
Marketing
|
|
Entry requirements |
None
|
|
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.
|
|
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
|
|
Language |
Portuguese. Tutorial support is available in English.
|