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


Iacobucci, D. (2012). Marketing Models ¿ Multivariate Statistics and Marketing Analytics. International Edition, South-Western, Cengage Learning; Feinberg, F., Kinnear, T. and Taylor, J. (2008). Modern Marketing Research ¿ Concepts, Methods and Cases. Second Edition, International Edition, South-Western, Cengage Learning; Hair, J., Anderson, R., Tattham, R. and Black, W. (1995). Multivariate Data Analysis with readings. Prentice Hall; Sharma, S. (1996). Applied Multivariate Techniques. Wiley; Vilares, M. J.; Coelho, P. (2011). A Satisfação e a Lealdade do Cliente. Metodologias de Avaliação, Gestão e Análise. 2ª Edição, 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%) + Term project with oral presentation (50%)

Subject matter

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


Programs where the course is taught: