Market Research
0
2018-2019
02662716
History/Sociology/Marketing/Management
Portuguese
Face-to-face
2.5
Elective
2nd Cycle Studies - Mestrado
Recommended Prerequisites
Strategic marketing.
Teaching Methods
The teaching methodologies used in this curricular unit involve, in a computer lab, the exposition of contents as well as the analysis, with the statistical software SPSS, of several databases, which is then complemented with implications for marketing decision making.
Learning Outcomes
At the end of the course students should have acquired the necessary skills to analyze quantitative data from market studies and thus help decision making in marketing. In particular, we seek to develop skills in areas such as segmenting buyers as well as in understanding the attitudes and behaviors of buyers, namely through data reduction and the identification of aspects that significantly contribute to explain certain behaviors.
Work Placement(s)
NoSyllabus
The course will present a number of multivariate statistical techniques that are key for analyzing marketing data, including hierarchical cluster analysis, K-means cluster analysis, factor analysis and regression analysis.
Head Lecturer(s)
Filipe Jorge Fernandes Coelho
Assessment Methods
Evaluation
Mixed evaluation scheme: 100.0%
Bibliography
Malhotra, Naresh K. (2008), Marketing Research: An Applied Orientation, 5th Ed, Prentice-Hall.