Descriptive Analytics in Marketing
Objectives
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
Code
200189
Credits
0.0
Responsible teacher
Pedro Miguel Pereira Simões Coelho
Hours
Weekly - Available soon
Total - Available soon
Teaching language
Portuguese. If there are Erasmus students, classes will be taught in English
Prerequisites
Bibliography
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
Programs
Programs where the course is taught:
- Specialization in Information Analysis and Management
- Specialization in Risk Analysis and Management
- Especialização em Data Science for Marketing
- Especialização em Digital Marketing and Analytics
- Specialization in Knowledge Management and Business Intelligence
- Specialization in Information Systems and Technologies Management
- Especialização em Marketing Intelligence
- Specialization in Marketing Intelligence
- Especialização em Marketing Research e CRM
- Specialization in Marketing Research and CRM
- Laboral - Especialização em Digital Marketing and Analytics
- Specialization in Knowledge Management and Business Intelligence – Working Hours Format
- Specialization in Information Systems and Technologies Management - Working Hours Format
- Laboral - Especialização em Marketing Intelligence
- Specialization in Marketing Intelligence - Working Hours Format
- Mestrado em Data-Driven Marketing
- Post-Graduation in Information Analysis and Management
- Post-Graduation Risk Analysis and Management
- PostGraduate in Data Science for Marketing
- PostGraduate in Digital Enterprise Management
- PostGraduate Digital Marketing and Analytics
- PostGraduate in Information Management and Business Intelligence in Healthcare
- Post-Graduation in Knowledge Management and Business Intelligence
- Post-Graduation Information Systems and Technologies Management
- PostGraduate in Marketing Intelligence
- PostGraduate Marketing Research e CRM
- PostGraduate in Enterprise Information Systems