This curricular unit aims to provide a knowledge of the practice of market research, which is a tool to aid decision making in any system. Market studies are no guarantee of success in a decision-making process. It is their intelligent and creative use that can make a difference. In addition to the role of understanding customers and potential customers, market studies are also important in understanding the behavior and intentions of competitors. Depending on the objectives of the market research, the different types of market studies (traditional and innovative), the recurrent methodologies (qualitative and quantitative) will be identified.
Carrying out activities (drawing up a market survey, preparing an inquiry or questionnaire, participating in the tracking process and Focus Group) adapted to the programmatic content.
OBJECTIVES AND EXPECTED RESULTS OF LEARNING With this curricular unit, it is intended to prepare the student with a body of knowledge turned to the practice of market research. In this sense, this curricular unit assumes as main objectives: - Sensitize students to the purpose of market research and the different types of studies (traditional and innovative) - Identify the different methodologies (quantitative and qualitative) to be adopted according to the research objectives - Draw up a market research plan, either quantitative, including the questionnaire survey, or qualitative using the tracing process (observation in a physical space) when describing the steps for preparing, conducting and Market Research.
COMPETENCES TO BE DEVELOPES In the end, students should be able to: 1) Assimilate the terminology and technical language used in market research; 2) Understanding a market research implies knowledge in multidisciplinary areas such as psychology, sociology, statistics, economics and management, among others; 3) Realize that the use of market research only reduces the risk associated with implementing the decision-making process in management and marketing; 4) Determine the nature and precise objectives of a research plan, identifying the methods and techniques; 5) Know the new trends using the neurosciences applied to consumption and business.
Programme
1. Description of market research in systems 1.1.The objectives and the different types of studies 1.2. Brief Considerations on Consumer Behavior: Intervening Factors and Purchase Pipelines 1.3. New trends in the field of market research: Neurosciences applied to Consumption / NeuroMarketing: 1.3.1. Purposes and Tools (Invasive and non-invasive) 1.3.2. NeuroBusiness: Emotions; Creativity, Innovation and Trends 1.4. Market Research Design 1.4.1. Information Sources: Secondary Information and Primary Information 1.4.2. Ethical standards 2. Quantitative research methodology: 2.1. The main types of quantitative studies: Habits and attitudes surveys; Repetitive surveys: barometers and panels; 2.1.1. Fundamental rules on the construction of the questionnaire survey and biases. 2.2. Methods of data collection (advantages and disadvantages). 2.3. Pretest. 3. The main types of qualitative studies: 3.1. Tracing Process. 3.2. Individual interviews: functions; Fundamental principles: diversification and saturation. 3.3. Types and modalities of samples. 3.4. Focus Group: contributions and description. 3.5. Techniques of creativity.
Demonstration of the syllabus coherence with the curricular unit's learning objectives
The approach to the program will allow students to acquire knowledge foreseen in the learning objectives and supported by the indicated bibliography and supporting texts provided during the lessons. Objective 1 is addressed in Chapter 1 which refers to the different categories of market research (classical and modern) Objectives 2 and 3 are reached in chapters 2 and 3, where the main methodologies of market research, methods and techniques used (quantitative and qualitative) are identified.
Main literature
Lopes, José Luís Pessoa;Fundamental dos Estudos de Mercado: , Edições Sílabo, 2011
Hair, Joseph, Jr. ; Celsi ; Mary Wolfinbarger ; Ortineau David, J. Bush, Robert P. ; Essentials of Marketing Research., Ed. McGraw-Hill Education, 2012. ISBN: 13: 978-0073404820 ((3rd Edition).)
Supplementary Bibliography
Abreu, J.;Casos de Sucesso Empresarial ¿ Branding. Empresariato, Idioteque, 2017. ISBN: : 978-989-99319-9-2.
Camargo, P.;Neuromarketing: Descodificando a Mente do Consumidor. , Edições IPAM, 2009. ISBN: 9789728641191 ((1ª Edição))
Hill, Manuela; Hill, Andrew;Investigação por Questionário, Lisboa: , Edições Sílabo., 2009. ISBN: 9789726182733 ((2ª Edição))
Carvalho, J. E. ;Neuroeconomia: Ensaio sobre a Sociobiologia do Comportamento., Edições Sílabo, 2009. ISBN: 978-972-618-527-7 ((1ª Edição))
Learning Methods
The contents of this curricular unit will be exposed mainly in theoretical-practical classes, which combine the theoretical exposition with the discussion of practical cases (survey models, market research reports), construction of tools (quantitative and qualitative) of data collection and exhibition of individual and / or group work.
Assessment Components
Avaliação distribuída com exame final
Assessment Components
Description
Type
Time (hours)
Conclusion Date
Attendance (estimated)
Lessons
30
Teste/Exame
2
2021-02-05
Trabalho laboratorial ou de campo
20
Study
45
Participação Presencial
9
Total:
106
Continuous Assessment
- Accomplishment of an individual work: 5% - Conducting an interdisciplinary group project work, with submission on the E-Learning platform: 30% - Individual written test: 65%
Under the Master Regulations: a) The effective attendance of students in class will be recorded and, if the number of absences per student exceeds 30% of the total number of contact sessions for each course unit, will be automatically transferred to the final evaluation of the normal season;
b) In the written tests and in the defined evaluation elements it is necessary to obtain a minimum grade of 7.5 points;
c) If the student misses or achieves a grade lower than 7.5 points in the tests or evaluation elements referred to in the previous number, he / she will be automatically transferred to the final evaluation of the normal season;
d) If the student misses or achieves a grade lower than 7.5 points in the second written test (held on the same date as the final written test of the normal season), he / she may require registration for evaluation at the time of appeal;
e) All written academic work provided for in the assessment (reports, case studies, etc.) must be submitted to the Turnitin database, available on the ISAG E-Learning platform, with a similarity rate up to 30% acceptable.
Final Exam
Elements of the Final Evaluation
- 1 Written tests = 100%
Important notes:
a) Take into account Article 24 on the conditions and evaluation criteria as stipulated in the regulation
Demonstration of the coherence between the teaching methodologies and the learning outcomes
The development of the classes will be accomplished by reconciling the teaching methodologies with the main objectives of the curricular unit. All the information elements will be provided so that the students assimilate the scientific and technical knowledge stipulated in the objectives of the curricular unit. Practical cases will be presented for each point of the program in order to develop discussion and critical reflection. The group work will make an important contribution to the achievement of the objectives defined in the program of the curricular unit. The presentations of the works are an important engine for the sharing of knowledge as well as the capacity for critical analysis.