| Code |
14394
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| Year |
2
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| Semester |
S1
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| ECTS Credits |
6
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| Workload |
TP(60H)
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| Scientific area |
Marketing
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Entry requirements |
n.a.
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Learning outcomes |
In this subject the students will learn how to do Marketing Research.
To do that they must to define a Marketing Research Problem; to know the several alternatives of Research designs, and to select the most appropriate to each situation; to master measurement in Marketing; to collect data while assuring the study validity.
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Syllabus |
1. Introduction
2. Definition of a Research Problem
3. Study design
4. Measurement
5. Collecting information
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Main Bibliography |
Malhotra, Naresh K. (2011), Pesquisa de Marketing (6ª Edição), Bookman, ISBN: 978857780975
Malhotra, Naresh K. (2019), Marketing Research - An Applied Approach (7th Ed.) , Pearson Education Limited, ISBN: 978-01347348
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Teaching Methodologies and Assessment Criteria |
Continuous assessment
A. Frequency 1 10,0%
B. Frequency 2 10,0% 2021/11/08
C. Frequency 3 10,0% 2021/11/29
D. Final Frequency 20,0% 2021/12/16
E. Market Study Proposal 32.5% 2021/12/30
F. Pecha Kucha 07.5% 2022/01/13
G. Quest Re-Quest Game 05,0% 2022/01/13
H. Data collection 02,5% 2022/01/13
I. Attendance above 95% 02.5% I. Examination Exemption
Examination waiver
Minimum attendance: 90% (except for student workers)
Minimum mark on tests: average 9.5
Minimum mark Proposal: 10 points
Perform all elements of assessment.
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Language |
Portuguese. Tutorial support is available in English.
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