| 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. Test 1 10.0%
B. Test 2 10.0%
C. Test 3 10.0%
D. Final Test 20.0%
E. Market research proposal 32.5%
F. Pecha Kucha 07.5%
G. Data collection 07.5%
H. Attendance over 95% 02.5%
I. No absences during the semester 02.5% (bonus)
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Language |
Portuguese. Tutorial support is available in English.
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