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  4. Specialization in Risk Analysis and Management
  5. Descriptive Analytics in Marketing

Descriptive Analytics in Marketing

Objectives

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

Code

200189

Credits

0.0

Responsible teacher

Docente a designar

Hours

Weekly - Available soon

Total - Available soon

Teaching language

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

Prerequisites

  

Bibliography

- 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