| 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 |
Continuous assessment:
Test 1 : 15.0%;
Test 2 : 17,5%;
Test 3 : 17,5%;
Attendance: 5% (only if equal to 100%, and except for student workers, mobile students);
Market Research Report (due 05/30/2021): 45%.
Minimum attendance: 90% (except for student workers)
Minimum grade in tests: average of 10
Minimum grade in the report: 10
Perform all elements of assessment.
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.
Examination mark: 60% written test + 40% Market Study Report (minimum mark 10 in each)
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Language |
Portuguese. Tutorial support is available in English.
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