Descriptive Analytics in Marketing

Objectives

Being able to apply an interpret different descriptive methods in different data types.

General characterization

Code

200189

Credits

7.5

Responsible teacher

Ana Beatriz Antunes Afonso

Hours

Weekly - Available soon

Total - Available soon

Teaching language

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

Prerequisites

n/a

Bibliography

  • Hair, J., Anderson, R., Tattham, R. and Black, W., Multivariate Data Analysis, 7th Edition, Prentice Hall, 2019.

 

  • 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

Presentation of the methods followed by real-life examples and exercises. Execution of a project with the application of descriptive techniques in real data.

 

Evaluation method

Project 50% + Exam 50%

Subject matter

  1. Introduction. Types of data and measurement
  2. Covariance and correlation
  3. Factor analysis
  4. Association between categorical variables
  5. Correspondence analysis
  6. Cluster analysis
  7. Multidimensional scaling