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Presentation
Presentation
The Market Research course aims to foster students' acquisition of knowledge and development of skills that enable them to understand the concept of the market, its structure, and segmentation.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 4
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Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
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Code
Code
ULP6623-5029
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
Introduction to the Concept of Market Research Definition of market research: What it is and its purpose. Definition of the Problem and Research Needs Identification and formulation of the research problem. Design of a Market Study Types of studies: exploratory and conclusive (descriptive and causal). Identification of potential errors in market studies. Data Collection Methods of data collection: Secondary data Qualitative data Quantitative data Questionnaire Design Steps in developing a questionnaire and design options. Sampling Methods Sampling techniques and determination of sample size. Quantitative Data Analysis Data coding Hypothesis testing Analysis methods Research Results
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Objectives
Objectives
Os objetivos desta disciplina no contexto da Gestão Comercial são: Compreender os principais conceitos de marketing e sua aplicação em ambientes comerciais, incluindo análise de mercado, comportamento do consumidor e posicionamento estratégico. Explorar o papel dos estudos de mercado no suporte às decisões comerciais, determinando o tipo adequado de estudo com base nas necessidades específicas de marketing e vendas. Integrar o marketing à gestão estratégica de vendas para melhorar o desempenho organizacional. Analisar a relação entre marketing estratégico e operacional, destacando os estudos de mercado na tomada de decisões. Relacionar a gestão do marketing-mix com o marketing relacional, focando em consumidores, clientes e concorrentes.
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Teaching methodologies and assessment
Teaching methodologies and assessment
To support the teaching-learning process in the Market Research course, innovative methodologies are used to promote engagement and the practical application of knowledge. Project-Based Learning (PBL) allows students to work on real or simulated projects, applying theoretical concepts to practical situations and developing analytical and problem-solving skills. The Flipped Classroom methodology is adopted so that students study theoretical content outside the classroom, using in-class time for practical activities and in-depth discussions. Case Studies are also employed, analyzing real company situations, so students understand the application of market research in commercial management and develop critical thinking.
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References
References
Burns, A. C., & Veeck, A. (2020). Marketing Research (9th ed.). Pearson. Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2021). Essentials of Marketing Research (6th ed.). Cengage Learning. Malhotra, N. K., & Birks, D. F. (2022). Marketing Research: An Applied Approach (5th ed.). Pearson. Haddad, R. (2023). Advanced Market Research: Data Analytics and Predictive Analytics Techniques. Wiley. Mills, A. (2024). Digital Market Research: New Methods and Strategies in the Age of Big Data. Routledge.
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Office Hours
Office Hours
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Mobility
Mobility
Yes
