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 |
There are two assessment methods during the teaching-learning period:
- Method A – Continuous Assessment (compulsory attendance)
- Method B – One-off Assessment (optional attendance)
The choice of assessment method is made in the first class and cannot be changed.
Students who meet the following criteria will be assessed in Mode B:
- Those who express this wish in the first class
- Those who are legally exempt from attendance at all classes (Article 114(2) of the UBI Academic Regulations)
- Those who are not present in the first class
|
Language |
Portuguese. Tutorial support is available in English.
|