Marketing Research

Code: GES12676M

6 ECTS

Duration: 15 weeks/156 hours

Scientific Area: Management

Teaching languages: Portuguese

Languages of tutoring support: Portuguese

Regime de Frequência: Presencial

Sustainable Development Goals

Educação de qualidade - Assegurar a educação inclusiva, e equitativa e de qualidade, e promover oportunidades de aprendizagem ao longo da vida para todos.

Learning Goals

This UC has the following learning objectives:
• Design and apply exploratory and descriptive research
• Interpret and discuss the main sources of error in marketing research
• Explain the concept of measurement, classify and apply measurement scales.
• Describe and apply data collection techniques
• Perform and interpret quantitative data analysis
• Communicate the research work

Generic Skills: know, understand and apply.
Critical thinking skills: analyze, evaluate and plan.
Social skills: Actively participate in research design; Develop group work skills; Participate with clarity and relevance in moments of discussion/exhibition; Be organized and focused in the decision-making process.

1 Introduction to Marketing Research
2 - Data Obtaining Process
3 - Data Processing and Analysis
4 - Communication of the research report

Teaching Methods

This UC adopts the teaching-learning model focused on the development of skills. In classes, multiple strategies and methods will be used that favor the active participation of students in the process of acquiring knowledge and skills. The teacher will assume the role of guiding/facilitating learning and measuring the acquisition of skills.
More specifically, the methodologies consist of:
- Teaching time, theoretical and practical, of 1.5 hours per week;
- Indication of the readings that students should carry out to prepare their study at the level of basic bibliography;
- Resolution and discussion of cases in the classroom using active methodologies;
- Use of collaborative learning methodologies at certain points in the program;
- Use of the e-learning platform in order to establish greater contact and interactivity with students;
- Teaching assisted by computers and using SPSS.

Assessment

The course evaluation process continues includes the elaboration of a group work (TG), oral presentation and discussion of the work, the elaboration of 2 group works in the classroom (TG1 and TG2) and 1 test (f). The final grade will correspond to the classification resulting from the application of the following weighting:

NF = 0,50TG + 0,10 TG1+0,10TG2+0,30F

A grade lower than 7 in any of the evaluation moments automatically implies that the student moves on to the final evaluation regime.
The final assessment consists of 1 written exam.