Surveys and Market Research
Code
711081046
Academic unit
Faculdade de Ciências Sociais e Humanas
Department
Sociologia
Credits
6
Teacher in charge
INTERCAMPUS
Weekly hours
4
Teaching language
Portuguese
Objectives
1. Understand the framework of the marketing research function in the organization
2. Understand the importance of information sources and their articulation
3. Being able to recognize the importance of documentary research, knowing how to select it and analyze it;
4. Knowing the existing methodologies and their practical applications
5. Knowing the potential of market studies from the perspective of marketing
6. Prepare a briefing for the realization of a market study
7. Recognizing the need for a project plan and to know how to draw it in terms of research - Conduct a process of marketing research
8. Meet several types of studies in the existing market and knowing how to adjust them correctly to requests from the marketing area;
9. Meet the functionality of market research and to be able to decide on the relative importance of each study for the management of marketing.
Prerequisites
Subject matter
1 - Marketing information systems and market research
2 - Nature and scope of marketing research / market research
4.1. documental :
4.2. quantitative :
4.3. qualitative:
3 - How to plan and implement a market study
4.1 - The design phase of the project
4.1.1 - Definition of the problem
4.1.2 - Definition of the type of study
4.1.3 - Definition of the universe
4.1.4 - Definition of methods and techniques to deal
4.1.5 - Sample design
4.1.6 - Design of the questionnaire
4.1.7 - Definition of timings and cost of implementation
4.2 - The phase of the implementation project
4.2.1 - Pre- test questionnaire
4.2.2 - Fieldwork and supervision
4.2.3 - Processing the information gathered
4.2.4 - Analysis of the information collected
4.2.5 - Final report : Presentation / dissemination
5 - Types and functions of market research - THEMATIC AREAS
6 - Types of market research - METHODOLOGIES
7 . Standards , ethics and deontology
8 . Decision process for the implementation of market research
Bibliography
Aaker, D., Kumar, V. & Day, G.S. (1998). Marketing research. New York: John Wiley & Sons.
Kinnear, T. & Taylor, J. (1996). Marketing research: An applied approach. New York: McGraw-Hill Sudman, S. & Blair, E (1998). Marketing research: A problem-solving approach. New York: McGraw-Hill
Teaching method
The teaching has 1) an expository part structuring the content, 2) practical exercises built around specific mode of study and 3) monitoring of individual works.
Evaluation method
The final evaluation is the arithmetic average of two assessment moments. The evaluation will be based on an individual or group work (maximum 4 people) that will be delivered in writing. That written work is discussed with the lecturer. That work and oral defense forces a) applying knowledge of subjects taught and b) application of knowledge in untypified situations.