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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 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.
Last updated on: 2024-11-18

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