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
Language	Portuguese. Tutorial support is available in English.