Market Research

Presentation

This course aims to help students using marketing concepts, tools and principles in the understanding, description and explanation of relevant market behaviors - consumers, competitors and technology.

The discipline is designed to give specific attention to the methods and techniques of qualitative and quantitative nature that support the identification, measurement and control of nuclear variables qualification orientation to the market organisations as support implementing processes of development of new concepts and Products of success.

Programme

Applied Communication

Level of Qualification|Semesters|ECTS

| Semestral | 6

Year | Type of course unit | Language

1 |Mandatory |Português

Code

ULP1652-14503

Recommended complementary curricular units

Fundamentals of Marketing

Professional Internship

Não

Syllabus

ntroduction to market research: general concepts

1.1. Definition of market studies. Their importance. 

1.2. Application areas of market research

1.2.1. Product

1.2.2. Packing

1.2.3. Price

1.2.4. Distribution

1.2.5. Advertising and promotional activities

1.2.6. Studies of notoriety, image and consumer

2 Types of Market Research

2.1. Objectives and Techniques (advantages and limitations) of Qualitative Research

2.2. Objectives and Techniques (advantages and limitations) of the Quantitative Research

2.3. Types and sources of information

3 Stages of a Market Study

3.1. The briefing

3.2. Preparing and submitting the proposal

3.3. The definition of the research problem

3.4. Addressing the Problem

3.5. Research project

3.6. Fieldwork

4 Methods and Techniques of Analysis, Classification and Treatment Data

5 Emerging Applications Market Research (exercises and case studies)

Objectives

This UC is designed to give specific attention to the methods and techniques of qualitative and quantitative nature that support the identification, measurement and control of nuclear variables qualification orientation to the market organisations as support implementing processes of development of new concepts and Products of success.

•  Understand the frame of reference and utility strategic knowledge and forecast market behaviour;
•  Familiarize yourself with several of the most common methodologies applied in obtaining and analysing information markets, with a view to their understanding and domain.
•  Acquire sufficient capacity to develop technical skills for your specific implementation under the management of innovation, understanding, description and explanation;
•  Recognise managerial/decision-making situation with high market Orientation requirement, clarify and adopt appropriate strategies for carcasses to overcome.

Teaching methodologies and assessment

Throughout the sessions, and a systematic way, students (1) are exposed to and involved in a double process of teaching, based introductory presentations, short and concise, by groups of students and under the successive themes and subthemes provided well-focused interventions complemented by the Professor and (2) learning, while obligate themselves to submit individual reports on the subject treated which streamline the discussion and more dynamic approach to concepts and methods.

In addition, students undertake an applied work - design, data collection, data analysis and results (in a group and applied in the second part of each class) that will present discussion.

References

• AAKER, David A., LEONE, Robert, S. Day  GEORGE e KUMAR, V. - Marketing Research. 10ª edição. JOHN WILEY AND SONS LTD, 2009. 9780470317259

• LOPES, José Luis Pessôa - Fundamental dos Estudos de Mercado. Lisboa: Edições Sílabo, 2007. 9789726186137

• MALHOTRA, Naresh K., SPSS Inc - Marketing Research: An Applied Orientation. 6ª edição, Prentice Hall, 9780136094234

• OLIVEIRA, A. Machado - Planear Globalmente, Conhecer Localmente. Os Estudos de Mercado num Contexto Global. In Gestão e Estratégia. Desafios da Globalização, Vol. 2, pp. 187 - 230. Escolar Editora

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