• Proporcionar uma experiência contemporânea na utilização da pesquisa de marketing como suporte às decisões gerenciais de marketing;• Estender o corpo teórico da pesquisa de marketing, aprofundando temas que já foram vistos em outros cursos de forma mais superficial.
Aplicação prática de diversos tipos de pesquisa, incluindo teste de conceito, pesquisa de segmentação de mercado, pesquisa de posicionamento de marcas, pesquisa de embalagens, teste de mercado, pesquisa de preços, pesquisa de propaganda, avaliação do brand equity, pesquisa de satisfação e pesquisa de marketing com neuroimagens.
• Teste de conceito tradicional;• Teste de conceito com análise conjunta;• Pesquisa de segmentação de mercado;• Pesquisa de posicionamento de marcas;• Pesquisa de embalagens;• Teste de mercado;• Pesquisa de preços;• Pesquisa de propaganda;• Avaliação do brand equity;• Pesquisa de satisfação;• Neuroimagem em pesquisa de marketing.
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