| 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 |
To have previously developed a Market Research Proposal to serve as the basis for the Market Research report to be developed in the current CU.
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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 |
Admission to exam:
A grade of 10.0 or higher in the Market Research Report;
Minimum grade in teaching-learning assessment: 7.5
Complete all assessment elements.
Assessment criteria:
There are two assessment modes in the teaching-learning period:
- Mode A - Continuous Assessment Scheme (compulsory attendance)
- Mode B - Punctual Assessment Scheme (attendance optional)
Teaching-Learning Period
Assessment element Mode A - Continuous assessment Mode B - Punctual assessment Date
Frequency 1 17.50% 20.00% 11/03/2025
Frequency 2 20.00% 25.00% 24/04/2025
Frequency 3 20.00% 25.00% 28/05/2025
Attendance (if = 100%) 07.50% 0%
Data collection 05.00% 05.00% 30/04/2025
Market Research Report 30.00% 25.00% 15/05/2025
Minimum attendance No more than two absences No minimum attendance
Minimum mark in tests Minimum weighted average of 10 values
Minimum mark Report 10 values
Failure to complete any assessment element will exclude the student from Teaching-Learning and Exam admission.
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Language |
Portuguese. Tutorial support is available in English.
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