| Code |
14382
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| Year |
2
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| Semester |
S2
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| ECTS Credits |
6
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| Workload |
PL(60H)
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| Scientific area |
Marketing
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Entry requirements |
n.a.
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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.
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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
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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
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Teaching Methodologies and Assessment Criteria |
Test 1 (14/03/2024): 15.0%;
Test 2 (23/04/2024): 17.5%;
Test 3 (28/05/2024): 17.5%;
Attendance: 5% (only if equal to 100%, and except for student workers, mobility students);
Data collection: 5%
Market Research Report (due 18/05/2024): 40%
Minimum attendance: 90% (except for student workers)
Minimum test mark: average of 10
Minimum grade Report: 10
Complete all assessment elements.
Admission to exam:
A mark of 10.0 or more in the Market Research Report;
Minimum attendance of 80% (except for student workers)
Minimum mark for continuous assessment: 7.5
Complete all assessment elements.
Exam mark: 60% written test + 40% Market Research Report (minimum mark 10 in both)
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Language |
Portuguese. Tutorial support is available in English.
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