Curricular Unit:Code:
Opinion Studies774EOPI
3UndergraduateCommunication Sciences6 ects
Learning Period:Language of Instruction:Total Hours:
Winter SemesterPortuguese/English78
Learning Outcomes of the Curricular Unit:
To be able to understand the research process main stages and instruments implement in order to implement an opinion research project
1. Research definitions and functions.
2. Research preparation.
3. Research Proposals.
4. Secondary Information.
5. Qualitative Methodology.
6. Qualitative data Analysis.
7. Survey Methods.
8. Scaling and Measurement.
9. Questionnaire design.
10. Sampling.
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
Understanding the importance opinion research: Definitions and opinion Research Functions.
Apply the knowledge in solving real cases: Qualitative Research. Measurement and Measurement Scales. Attitude Scales and Validity Concepts and Confidence Levels. Questionnaires. Data Analysis.
Teaching Methodologies (Including Evaluation):
Both Mandatory: coursework (opinion research project) 1 written tests.
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
Using teaching methodologies such as: Theoretical and practical classes and Practices Discussion and resolution of practical cases Application of exercises of problem diagnostic Categorization exercises Construction of scales according to objective. Collection of qualitative data for the Final Project Allow students to reach the overall learning objectives by empowering students to be able to perform autonomously market research on consumer behavior.
Malhotra, N. (2012) Marketing Research / Pesquisa de Mercados, Prentice Hall.
Hill M, Hill A (2002) Investigação por Questionário, Silabo
Magalhães P. (2011) Sondagens, eleições e opinião pública, FMS.
McDaniels, Bates (2003) Pesquisa de Mercados, Thompson
Guerra I (2006) Pesquisa Qualitativa e Análise de Conteúdo, Principia