Descriptive Analytics in Marketing


1. Be able to identify the most appropriate descriptive analytical methods to apply in order to answer the research questions in marketing problems
2. Be able to apply each technique and to interpret its results
3. Be able to understand the limitations and conditions of application of the different descriptive techniques

General characterization





Responsible teacher

Docente a designar


Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English




- Hair, J., Black, W., Babin, B., and Anderson, R., M ultivariate Data Analysis , 7th Edition, Pearson, 2014
- Sharma, Subhash. Applied Multivariate Techniques , Wiley, 1996
- Vilares, M. J., Coelho, P., A Satisfação e a Lealdade do Cliente. Metodologias de Avaliação, Gestão e Análise , 2ª Edição, Escolar Editora, 2011

Teaching method


Evaluation method


Subject matter

1. Introduction. Types of variables and measurement
2. Covariance and correlation
3. Factor analysis (principal component analysis; analysis in common and specific factors)
4. Association between categorical variables
5. Correspondence analysis
6. Cluster analysis
7. Multidimensional scaling