| Code |
5915
|
| Year |
2
|
| Semester |
S1
|
| 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 |
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. (2019), Marketing Research - An Applied Approach (7th Ed.) , Pearson Education Limited, ISBN: 978-01347348
|
|
Language |
Portuguese. Tutorial support is available in English.
|