Curricular Unit:Code:
Opinion Studies, Market Research and Consumer Behavior794EOPM
Year:Level:Course:Credits:
1MasterCommunication Sciences (Public Relations, Marketing and Advertising)6 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 research project in the marketing field
- To know and apply models of consumer behaviour
- Using market research to obtain information for more informed decisions
- Conception and implementation of a market research study
Syllabus:
Buyer behaviour models. Decision making process. Market Research Definitions and Role. Qualitative research. Measurement and Measurement Scales. Attitude Scales and Levels of Validity and Reliability. Questionnaires. Data Analysis.
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
Identify the main variables of the buying behavior: Describe the purchasing decision process. Models and Explanatory Factors of Consumer Behavior. The Purchase Decision Process.
Understanding the importance of consumer behavior for marketing: Definitions and Market 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):
Coursework. Research project.
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 exercises of problem diagnostics 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, Birks, Nunan (2017) Marketing Research, Prentice Hall
Schiffman, Wisenblit (2015) Consumer Behavior, Prentice Hall
Solomon et al. (2012) Consumer Behavior, an European Perspective, Prentice Hall
Mowen, J., Minor, M. (2003) Comportamento do Consumidor, Prentice Hall.
Pereira A (2006) SPSS, Sílabo
Hill M, Hill A (2002) Investigação por Questionário, Silabo
Moroco, J (2003) Análise Estatística com Utilização do SPSS, Silabo
Pallant, J (2001) SPSS Survival Manual, Open University Press