Market Studies

Category: Discipline
  • Não
  • The scope of the Market Studies UC focuses on the acquisition of knowledge and skills transversal to the main areas of the aforementioned course, which is essential for students to be able to research essential markets for business sustainability. The main areas of intervention focus on the collection, processing and conclusions of market/product/service investigations
  • Semestral

  • Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.

    Exemplo:

    Descrição

    Data limite

    Ponderação

    Teste de avaliação

    A combinar data 

    30%

    Trabalho /Projeto de Pesquisa 

    Assiduidade/Participação 

    A realizar durante o Semestre 

    60%

    10%

     

    (...)

     

     

     

    Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...

     
  • 1.Organization of a market study. Problem definition, research design. 2. Exploratory and conclusive research. Connection to the objectives of the study. 3. Primary and secondary data sources. 4. Definition of the study target population. 5. Survey basis and sample recruitment. 6. Qualitative methodologies: focus groups, in-depth individual interviews, projection techniques. 7. Design of the data collection support script. 8. Quantitative methodologies. 9. Types of interview. 10. Experimental designs. 11. Questionnaire design. 12. Measurement scales. 13. Non-sampling errors. 14. Quality control. 15. Sampling techniques: probabilistic and non-probabilistic. 16. Sample Sizing 17. Presentation of results, to support decision making
  • The curricular unit is theoretical-practical in nature, developing into theoretical and practical classes that are articulated and aim to promote the student's knowledge and immediate application of theoretical concepts and skills in real practical contexts. 2nd The contents and evaluation are articulated, presenting an equivalent weight in the final evaluation. 3rd The contents cover the different stages of developing a market study, focusing on the appropriate design of the data collection methodology, as well as its implementation, with a view to responding to the objectives defined for the study.
  • Mandatory
  • Use of digital methodologies.
  • Português
  • Malhotra, Naresh & Birks, David, (2012): Marketing Research: an applied approach. Ny: Prentice-Hall (6th edition). Zikmund, William ( 2006) :Princípios de Pesquisa de Marketing, São Paulo: Thomson. Recursos didáticos: quadro, projetor, computadores.                                                    
  • 4
  • 0
  • 5
  • 1
  • IPLUSO6148-5029
  • Market Studies
  • 5029
  • 6148
  • Commercial and Sales Management

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