ISLA IPGT 5029

Market Studies

• ApresentaçãoPresentation

  This course aims to enable students to learn the different phases of market research.   Be able to apply qualitative and quantitative techniques.   Learn to apply different statistical techniques for data analysis, using an appropriate statistical software.
• ProgramaProgramme

  Theoretical classes: Presentation and discussion of concepts and theories within the following topics: 1. Introduction to Market Research   2. Research process and formulation of the research problem   3. Research design   4. Data collection tools   5. Data analysis   6. Research Results     Theoretical-practical classes:   1. Application of the market research process   2. Preparation of a market survey
• ObjectivosObjectives

  The Discipline of Market Studies aims to raise awareness of the main types of market studies, their potential and limitations.   Students will be familiar with the process of conducting market surveys so that they are able to take the maximum advantage of the information that is available to them, and obtain know-how that will allow them to be themselves the orchestrators of a market study.
• BibliografiaBibliography

  McDaniel, Carl & Gates, Roger; Marketing Research Essentials, Wiley, 2008. ISBN: 978-0-470-13198-5   Wilson, Alan M.; Marketing Research - An Integrated Approach, Pearson Education, 2003. ISBN: 0-273-65113-7   Malhotra, Naresh K.; Pesquisa de Mercado - Uma Orientação Aplicada, Bookman, 2001. ISBN: 85-7307-728-x   Aaker, D., outros, Marketing Research (6ª ed.), Jonh Wiley & Son, NY, 1997.   Hildebrand, D., outros, Basic statistical ideas for managers (2ª ed.), Thomson Brook/Cole, Belmont,2005.   Kotler, PH, Marketing Management, Prentice-hall, 11ª ed., NJ, 2002   Sarmento, E., Estatística: Conceitos Elementares, Edições IPAM, Porto, 2003.   Yin, R., Applications of case study research (2ª ed.), Sage Publications, Thousand Oaks, 2003.   Lopes, J. Fundamental dos Estudos de Mercado (2ª.ed.), Sílabo, Lisboa
• MetodologiaMethodology

  Teaching methodology: Theoretical classes - Expositive and interrogative method. Individual and group work. Presentations and discussion - Active and participatory method. Evaluation methodology: a) Curricular Evaluation (according to the Pedagogical Regulation of the CTeSP) Global Assessment Test (GAT) (55% minimum score 7) Realization and presentation of an group work (35%, minimum score 7) Attendance and Attitudes (10%) Global Assessment Test - Last lesson. Presentation and defense of the Works: Penultimate lesson b) Final Evaluation All students will be entitled to a final exam, to be held in an evaluation season. Observations: - No oral exams will be taken in this Curriculum Unit.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não