| Curricular Unit: | Code: | ||
| Opinion Studies, Market Research and Consumer Behavior | 1104EOPM | ||
| Year: | Level: | Course: | Credits: |
| 1 | Master | Communication Sciences (Public Relations, Marketing and Advertising) | 6 ects |
| Learning Period: | Language of Instruction: | Total Hours: | |
| Winter Semester | Portuguese/English | 78 | |
| Learning Outcomes of the Curricular Unit: | |||
| The UC Opinion Studies Market Research and Consumer Behavior aims to study the research instruments and analysis of markets and consumer behavior and opinion. Competences: Identify the explanatory variables of purchasing behavior; to describe the purchase decision process; to understand the importance of studying consumer behavior for marketing; Scientific observation of social and behavioral phenomena. Define research problems. Formulation of research questions and hypotheses. To master the main collection instruments. Quantitative treatment and analysis using the SPSS program. | |||
| 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): | |||
| The course uses theoretical presentation and conceptual analysis. The classes are theoretical-practical, complementing the theoretical exposition with the application of exercises and practical cases in the classroom. Carrying out a group project. Coursework evaluation. Submission of a research project with 3 submission phases (research proposal 10%, preparation of Questionnaire 20% Final report 50%) Participation and exercises in the classroom 20%. | |||
| 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, N. (2020) Marketing Research, Global Edition. Prentice Hall, NJ. Solomon et al. (2020) Consumer Behavior, an European Perspective, Prentice Hall, NJ. Schiffman, Wisenblit (2015) Consumer Behavior, Prentice Hall, NJ. Pallant, J (2020) SPSS Survival Manual, Survival Manual: A Step by Step Guide to Data Analysis Using IBM SPSS Open University Press, London Pereira A, Patricio T (2013) SPSS, Sílabo, Lisboa Moroco, J (2007) Análise Estatística com Utilização do SPSS, Silabo, Lisboa | |||
| Lecturer (* Responsible): | |||
| António Cardoso (ajcaro@ufp.edu.pt) | |||