Métodos Quantitativos para o Marketing - Métodos Explicativos

Caracterização geral

Pré-requisitos

1. Hypothesis 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).

Bibliografia

Greene, W. H. (2008) Econometric Analysis, Sixth edition. New Jersey: Prentince-Hall, Inc.

Hair, J. F., Tatham, R. L., Anderson, R. E., & Black, W. (2010). Multivariate data analysis. Seventh edition, Upper Saddle River, NJ: Pearson Prentice Hall.

Hair, J. F., Hult G.T., Ringle C.M., & Sartedt M. (2016) A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.

Long J. S. (1997). Regression Models for Categirical and limited Dependemt Variables: Sage Publications.

Martins, C, Oliveira, T. & Popovi?, A. (2014) Understanding the Internet banking adoption: An unified theory of acceptance and use of technology and perceived risk application, International Journal of Information Management, 34(1), 1-13.

Oliveira, T. & M. F. Martins (2010) "Understanding e-business adoption across industries in European countries," Industrial Management & Data Systems (110) 8-9, pp. 1337-1354.

Oliveira, T. & M. F. Martins (2011) "Understanding the Determinant Factors of Internet Business Solutions Adoption: the Case of Portuguese firms," Applied Economics Letters (18), pp. 1769-1775.

Sharma, S., (1996) Applied Multivariate Techniques, John Wiley & Sons.

Oliveira, T. & M. F. Martins (2011) "Understanding the Determinant Factors of Internet Business Solutions Adoption: the Case of Portuguese firms," Applied Economics Letters (18), pp. 1769-1775.

Sharma, S., (1996) Applied Multivariate Techniques, John Wiley & Sons.

Vilares, J. M. & Coelho P. S. (2005) Satisfação e Lealdade do Cliente: Metodologias de avaliação, Gestão e Análise. Lisboa: Escolar Editora.

Método de ensino

1^st 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%).

 

2^nd 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%).

Método de avaliação

English

Conteúdo

Theoretical and practical classes

Cursos

Cursos onde a unidade curricular é leccionada: