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Market Research II

Code 14382
Year 2
Semester S2
ECTS Credits 6
Workload PL(60H)
Scientific area Marketing
Entry requirements n.a.
Learning outcomes To conduct a marketing research.
Students should acquire skills in univariate and multivariate analysis using the SPSS statistical software. Should be able to interpret the results of the analyzes, incorporating the Marketing conclusions on the Marketing Research Report. To write a Marketing Research Report. To present and discuss results.
Syllabus 1. Introduction
2. SPSS basics
3. Inserting, validating and transforming data
4. Descriptive analyses
5. Crosstabs
6. Comparing means
7. Regression
8. ANOVA and Post-Hoc tests
9. Reporting the findings
Main Bibliography Kinnear P.R. & Gray, C.D. (2011). IBM SPSS Statistics 18 Made Simple. USA: Psychology Press
Malhotra, Naresh K. (2005) Fundamentos da pesquisa de marketing, Prentice-Hall, ISBN: 85-87918-77-X.
Hair, Joseph, Robert P Bush e David J. Ortinau, (2002) Marketing Research: Within a Changing Information Environment 2e, McGraw-Hill Education – Europe, ISBN: 0071195440
Churchill, Gilbert A. e Iacobucci, Dawn (2005) Marketing Research - Methodological Foundations, 9e, Thomson South-Western, ISBN: 0-324-20160-5
Teaching Methodologies and Assessment Criteria Continuous assessment:
Test 1 :
Test 2 :
Test 3 :
Market Research Report.

Admission to examination:
Grade of 10.0 or higher on the Market Study Report;
Minimum attendance of 80% (except for student workers)
Minimum grade on continuous assessment: 7.5
Completion of all elements of assessment.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2023-06-19

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