Disciplinas

Técnicas de Levantamento e Análise de Dados em Marketing


Disciplina: EAD5838-6

Área de Concentração: 12139

Número de Créditos: 8

Carga do curso:

Teórico
(Por semana)
Prática
(Por semana)
Estudos
(Por semana)
DuraçãoTotal
40415120
Objetivos:
a) Introduzir conceitos básicos para a utilização de softwares de tratamento e análise estatística de dados;
b) Enriquecer o conhecimento dos alunos sobre técnicas de levantamento e análise de dados, com ênfase em Marketing, especificamente em relação aos tópicos de (1) construção e validação de escalas de mensuração; (2) elaboração de questionários; (3) escolha do método de análise de dados adequado ao problema de pesquisa; (4) experimentos.
c) Fornecer embasamento teórico e prático para a conclusão e para a análise crítica de surveys e experimentos;
d) Discutir conceitos e métodos de validade e confiabilidade na pesquisa científica.

Justificativa:
A metodologia científica é composta por diversas técnicas e processos que visam à aquisição objetiva de conhecimento. Nesse sentido, a disciplina visa aprofundar conceitos em campos metodológicos específicos permitindo que os alunos, ao final do curso, sejam capazes de conduzir estudos de acordo com a natureza do problema e rigor exigidos pela pesquisa científica.

Conteúdo:
1 Apresentação do curso
Softwares usuais para pesquisa científica
2 Modelagem em marketing e matriz de amarração metodológica
3 Mensuração e escalas
4 Mensuração e escalas
5 Construção de questionários
6 Métodos de análise de dados
7 Métodos de análise de dados
8 Métodos de análise de dados
9 Métodos de análise de dados
10 Experimentos
11 Experimentos
12 Experimentos
13 Experimentos
14 Validade e confiabilidade em pesquisa científica
15 Apresentação e discussão de projetos de pesquisa

Avaliation methods:
a) Participação nas sessões: 10%
b) Position papers 25%
c) Relatório do planejamento da pesquisa 15%
d) Seminários 20%
e) Artigo de pesquisa aplicada: 30%

Notas:

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