Quantitative Methods for Marketing - Descriptive Methods


  • Being able to identify the most appropriate techniques to apply in order to answer the research questions about the data under study.
  • Being able to apply each technique and to interpret its results.


General characterization





Responsible teacher

Maria Fernanda dos Santos Jordão


Weekly - Available soon

Total - Available soon

Teaching language

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


Recommended: Statistics and Algebra.


  • Hair, J., Black, W., Babin, B., and Anderson, R., Multivariate Data Analysis, Pearson, 2010.
  • 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

The course is based on theoretical lessons (presentation of concepts, methodologies), followed by lessons for case problems solving (applying techniques and discussing results).

Evaluation method

In order to successfully complete the course, students have to take a final exam (50%), with a minimum grade of 9 points (from 20) and to develop a group project (50%).

Subject matter

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