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Quantitative Methods for Marketing - Explanatory Methods

Objectives

1. Develop and interpret the results of multiple regression analysis;
2. Develop and interpret the results of regression models for categorical dependent variables (probit/logit);
3. Develop and interpret the conjoint analysis;
4. Develop and interpret the results of multiple regression analysis based on principal components;
5. Develop and interpret the results of structural equation models (SEM).

General characterization

Code

200093

Credits

7.5

Responsible teacher

Hours

Weekly - Available soon

Total - Available soon

Teaching language

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

Prerequisites

Recommended: Quantitative methods for marketing - descriptive methods

Bibliography

Greene, W. H. (2008) Econometric Analysis, Sixth edition. New Jersey: Prentince-Hall, Inc.

Hair, J. F., Tatham, R. L., Anderson, R. E., & Black, W. (2010). Multivariate data analysis. Seventh edition, Upper Saddle River, NJ: Pearson Prentice Hall.

Hair, J. F., Hult G.T., Ringle C.M., & Sartedt M. (2016) A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.

Long J. S. (1997). Regression Models for Categirical and limited Dependemt Variables: Sage Publications.

Martins, C, Oliveira, T. & Popovi?, A. (2014) Understanding the Internet banking adoption: An unified theory of acceptance and use of technology and perceived risk application, International Journal of Information Management, 34(1), 1-13.

Oliveira, T. & M. F. Martins (2010) "Understanding e-business adoption across industries in European countries," Industrial Management & Data Systems (110) 8-9, pp. 1337-1354.

Oliveira, T. & M. F. Martins (2011) "Understanding the Determinant Factors of Internet Business Solutions Adoption: the Case of Portuguese firms," Applied Economics Letters (18), pp. 1769-1775.

Sharma, S., (1996) Applied Multivariate Techniques, John Wiley & Sons.

Oliveira, T. & M. F. Martins (2011) "Understanding the Determinant Factors of Internet Business Solutions Adoption: the Case of Portuguese firms," Applied Economics Letters (18), pp. 1769-1775.

Sharma, S., (1996) Applied Multivariate Techniques, John Wiley & Sons.

Vilares, J. M. & Coelho P. S. (2005) Satisfação e Lealdade do Cliente: Metodologias de avaliação, Gestão e Análise. Lisboa: Escolar Editora.

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%) + Project with oral presentation (50%).

Subject matter

1. Multiple regression analysis;
2. Regression models for categorical dependent variables (probit/logit);
3. Conjoint analysis;
4. Multiple regression analysis based on principal components;
5. Structural equation models (SEM).