Descriptive Analytics in Marketing


Be able to apply descriptive quantitative methods to solve marketing problems.

Understand the conditions of applicability of each method and the most important decisions within their application.

Be able to interpret and understand the outputs of different marketing quantitative methods.

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




- 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