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
Language	Portuguese. Tutorial support is available in English.