Guia docente 2023_24 Facultade de Comercio

Contents

Topic	Sub-topic
1. The market research role	Concept. Applications. Limitations. Ethical considerations. Types of research. Steps. Sources of information.
2. Exploratory research. Qualitative techniques	Characteristics. Discussion groups. In depth interview. Technical projectives. Observation.
3. Causal and descriptive research. Quantitative techniques	Characteristics. Experimentation. Ad hoc surveys. Periodic surveys.
4. Quantitative investigation	Measurement and properties of the scales. Types of scales: creation and evaluation Design of the questionnaire Sampling: basic concepts Types of analysis of data
5. Preparation of the report	Importance of the report. Structure of the report. Presentation.
6. Digital Marketing: Social networks and market research	Introduction: the most popular social networks The social networks as source of information Results analysis in social networks: tools