Market Research

Year
0

Academic year
2019-2020

Code
02662716

Subject Area
History/Sociology/Marketing/Management

Language of Instruction
Portuguese

Mode of Delivery
Face-to-face

ECTS Credits
2.5

Type
Elective

Level
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)

Syllabus

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.