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ISLA Santarém 24132

Statistical Techniques and Market Research

International Business Management
  • ApresentaçãoPresentation
       
  • ProgramaProgramme
           1. Introduction to Market Research        2. Problem Definition and Research Approach        3. Research Designs        4. Exploratory Research        5. Descriptive Research        6. Causal Research        7. Measurement and Scales        8. Questionnaire Design        9. Sampling       10. Fieldwork        11. Data Processing and Analysis        12. Report Preparation and Presentation
  • ObjectivosObjectives
    To highlight the importance of market research for management decision-making. To identify the various stages of the market research process and distinguish the main research designs. To collect, evaluate, and analyse secondary data from different sources, and apply some qualitative research methods. To apply the rules of questionnaire design and determine the mode of administration according to the specific circumstances of the study in question. To identify the different stages of the sampling process and the various sampling techniques. To apply statistical data analysis techniques using dedicated software. To understand the key aspects to be considered in the preparation and presentation of market research reports
  • BibliografiaBibliography
    Aaker, D. A, Kumar, V., Leone, R., & Day, G. S. (2012). Marketing Research (11th Edition), Hoboken, NJ: John Wiley & Sons, Inc. Lopes, J. L. P. (2011). Fundamental dos Estudos de Mercado – Teoria e Prática (2.ª Edição). Edições Sílabo. Malhotra, Naresh K. (2019), Pesquisa de Marketing: Uma Orientação Aplicada: 7.ª ed., Porto Alegre: Bookman Editora. Maroco, J. (2020). Análise estatística: com utilização do SPSS. 2.ª Ed. Lisboa, Sílabo.
  • MetodologiaMethodology
    Active learning methodologies employing the most recent tools for market data collection and analysis. SPSS, Google forms, Microsoft forms, Power BI.
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    5
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não
  • AvaliaçãoEvaluation

     

    Descrição

    Data limite

    Ponderação

    Teste de avaliação

     

    30%

    Projeto

     

    40%

    Participação nas atividades da aula

     

    30%