Class Market Studies

Discipline in the area of ¿¿marketing, fundamental in understanding the markets where companies operate

Not applicable

Introduction to the Concept of Market Research Definition of market research: What it is and its purpose. Definition of the Problem and Research Needs Identification and formulation of the research problem. Design of a Market Study Types of studies: exploratory and conclusive (descriptive and causal). Identification of potential errors in market studies. Data Collection Methods of data collection: Secondary data Qualitative data Quantitative data Questionnaire Design Steps in developing a questionnaire and design options. Sampling Methods Sampling techniques and determination of sample size. Quantitative Data Analysis Data coding Hypothesis testing Analysis methods Research Results

To support the teaching-learning process in the Market Research course, innovative methodologies are used to promote engagement and the practical application of knowledge. Project-Based Learning (PBL) allows students to work on real or simulated projects, applying theoretical concepts to practical situations and developing analytical and problem-solving skills. The Flipped Classroom methodology is adopted so that students study theoretical content outside the classroom, using in-class time for practical activities and in-depth discussions. Case Studies are also employed, analyzing real company situations, so students understand the application of market research in commercial management and develop critical thinking.

Clow, Kenneth, Karen E. James (2011). Essentials Of Marketing Research Putting Research Into Practice, Sage Publications Inc. Mcgivern, Yvonne (2013). The Practice Of Market Research. Pearson Education Limited. Pessoa Lopes, J. L. (2011).Fundamental dos Estudos de Mercado. Edições Sílabo. Vicente, Paula (2012). Estudos de Mercado e de Opinião. Edições Sílabo. Frade, R. & Vieira, J. (2024). Plano Comercial de Vendas. Conceção, organização e gestão. Edições Sílabo. Lisboa.