Quantitative Methods for Marketing - Descriptive Methods


1 Develop and interpret the results of factor analysis
2 Develop and interpret the results of cluster analysis
3 Develop and interpret the results of multidimensional scaling analysis
4 Apply hypothesis tests for means, totals and proportions
5 Apply hypothesis tests for the difference of means, totals and proportions
6 Apply tests of association and for the goodness of fit between two samples
7 Develop and interpret the results of correspondence analysis

General characterization





Responsible teacher


Weekly - Available soon

Total - Available soon

Teaching language

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


Recommended: Statistics


  • 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

Final exam (50%) + Term project with oral presentation (50%)

Subject matter

1 Introducing quantitative methods for marketing
2 Univariate and bivariate methods
3 Descriptive multivariate methods