Curricular Unit:			Code:
Markets Analysis			1175AMER
Year:	Level:	Course:	Credits:
2	Undergraduate	Business Sciences	4 ects
Learning Period:		Language of Instruction:	Total Hours:
Spring Semester		Portuguese/English	52
Learning Outcomes of the Curricular Unit:
Objectives: To enable students to use market research analysis as a primary instrument of their future professional activity, with special relevance as a tool for risk reduction and decisions support and for data interpretation. Students should be able not only to understand the role of research and market research and interpret it, but also to design and implement an investigation starting in the problem definition and objectives, data collection and analysis and to make a final report.
Syllabus:
Marketing research role. Measurement and scaling. Questionnaires. Sample methods. Data analysis SPSS.
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
Being the main purpose: to enable students to use market research analysis as a primary instrument of their future professional activity, with special relevance as a tool for risk reduction and decisions support and for data interpretation. The syllabus: 1. Definitions and research function research and market analysis. 2. Qualitative Methods. 3. Measurement and Measurement Scales. 4. Questionnaires. 5. Sampling. 6. Data Analysis. Would fully accomplish this goal.
Teaching Methodologies (Including Evaluation):
Periodic assessment of knowledge: group coursework (Market research project 40%). 1 written test 60%).
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
By using the following teaching methodologies: Theoretical and practical classes and Practices Discussion and resolution of practical cases Application exercises diagnostic problems Categorization exercises Construction of scales according to objective. Collection of data for the Final Project Data analysis using SPSS Allow students to reach the overall learning objectives by empowering students to be able to perform autonomously market research on consumer behavior.
Reading:
Malhotra, N. (2019) Marketing Research, Prentice Hall. Pereira, Alexandre, Patricio, Teresa (2013) SPSS - Guia Prático de Utilização, Análise de Dados para Ciências Sociais e Psicologia (8ª Edição)