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Marketing Research I

Code 14394
Year 2
Semester S1
ECTS Credits 6
Workload TP(60H)
Scientific area Marketing
Entry requirements n.a.
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.
Syllabus 1. Introduction
2. Definition of a Research Problem
3. Study design
4. Measurement
5. Collecting information
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
Teaching Methodologies and Assessment Criteria Continuous assessment
A. Frequency 1 10,0% 2021/10/11
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.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-10-09

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