Market Studies

Não
Discipline in the area of ¿¿marketing, fundamental in understanding the markets where companies operate
Semestral

1. Information and decision 2. Data sources – the SIM 3. Market studies – types and processes 4. The design of the market study 5. Implementation of the market study 6. Sampling 7. Sample size 8. Definition of methods: questionnaire and interview 9. Data collection 10. Supporting software 11. Data analysis and interpretation 12. Preparation and reporting 13. Market research applications
The objectives of the curricular unit are: - Present concepts related to market research. - Characterize the design of a market study. - Present the techniques inherent to market research as an instrument for collecting, processing and presenting information. - Use specific software to support market research. - Identify the main aspects of a final market study report.
Mandatory
- Flipped Class - PBL – Problem Based Learning
Português
Clow, Kenneth, Karen E. James (2011). Essentials Of Marketing Research Putting Research Into Practice, Sage Publications Inc. Mcgivern, Yvonne (2013). The Practice Of Market Research. Pearson Education Limited. Pessoa Lopes, J. L. (2011).Fundamental dos Estudos de Mercado. Edições Sílabo. Vicente, Paula (2012). Estudos de Mercado e de Opinião. Edições Sílabo. Frade, R. & Vieira, J. (2024). Plano Comercial de Vendas. Conceção, organização e gestão. Edições Sílabo. Lisboa.
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5
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ISLA Santarém6013-5029
Market Studies
5029
6013
Digital Marketing and Electronic Commerce