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Predictive Analytics in Marketing

Objectives

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

General characterization

Code

200190

Credits

7.5

Responsible teacher

Tiago André Gonçalves Félix de Oliveira

Hours

Weekly - Available soon

Total - Available soon

Teaching language

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

Prerequisites

    NA

Bibliography

Teaching method

The curricular unit is based on mix of theoretical lectures and practical classes. Each session will introduce new concepts, as well as the applications of the learned concepts through practical exercises and using different computational tools. Different learning strategies will be used, such as lectures, slide show demonstrations, step-by-step tutorials on how to approach practical examples, questions, and answers.

Evaluation method

1st Period

Master students: Project (group with 4 students) with oral presentation (50%), participation and discussion (10%), and exam (40%).

Ph.D. students: Scientific paper (8000 words maximum) as individual work (90%), participation and discussion (10%).

 

2nd Period

Master students: Project (group with 4 students) with oral presentation (50%), and exam (50%).

Ph.D. students: Scientific paper (8000 words maximum) as individual work (100%).

 

Project/Scientific paper:

  • Practical/scientific work with own data (application of at least one technique taught in the course);
  • Presentation of a proposal until March 7th of 2016 (one page);
  • Project status display until April 11th of 2016 (one page);
  • Project status display until day June 6th of 2016 (maximum 5 page);
  • Discussion with the group (4 elements) for project;
  • Date of presentations to be arranged;
  • All group´s members need to be present;
  • Maximum 15 minutes;
  • Maximum 4000 words for project and 8000 words for scientific paper.

Subject matter

1. Hypotheses testing

2. Multiple regression analysis

3. Regression models for categorical dependent variables (probit/logit)

4. Multiple regression analysis based on factors

5. Structural equation models (SEM)

Programs

Programs where the course is taught: