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
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
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
- Introduction. Types of data and measurement
- Covariance and correlation
- Factor analysis
- Association between categorical variables
- Correspondence analysis
- Cluster analysis
- Multidimensional scaling