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Market Research II

Code 5794
Year 2
Semester S2
ECTS Credits 6
Workload TP(60H)
Scientific area Marketing
Entry requirements n.a.
Mode of delivery Face to face.
Work placements n.a.
Learning outcomes To conduct a marketing research.
Students should acquire skills in univariate and multivariate analysis using the SPSS statistical software. Should be able to interpret the results of the analyzes, incorporating the Marketing conclusions on the Marketing Research Report. To write a Marketing Research Report. To present and discuss results.
Syllabus 1. Introduction
2. SPSS basics
3. Inserting, validating and transforming data
4. Descriptive analyses
5. Crosstabs
6. Comparing means
7. Regression
8. ANOVA and Post-Hoc tests
9. Reporting the findings
Main Bibliography Kinnear P.R. & Gray, C.D. (2011). IBM SPSS Statistics 18 Made Simple. USA: Psychology Press
Malhotra, Naresh K. (2005) Fundamentos da pesquisa de marketing, Prentice-Hall, ISBN: 85-87918-77-X.
Hair, Joseph, Robert P Bush e David J. Ortinau, (2002) Marketing Research: Within a Changing Information Environment 2e, McGraw-Hill Education – Europe, ISBN: 0071195440
Churchill, Gilbert A. e Iacobucci, Dawn (2005) Marketing Research - Methodological Foundations, 9e, Thomson South-Western, ISBN: 0-324-20160-5
Teaching Methodologies and Assessment Criteria Continuous evaluation:
• 2 Remote Tests: 25% each
• Marketing Research Report: 45%
Assiduity: 5% (if equal to 100%);
All evaluation components are mandatory.
Minimum grade in the Marketing Research Report: 10

Authorized to exame if:
• All evaluation components;
• Grade in the Marketing Research Report ? 10;
• Continuous evaluation grade: 7,5

Exam grade: 45% Report + 55% Exam
Language Portuguese. Tutorial support is available in English.
Last updated on: 2020-06-29

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