Métodos Analíticos Preditivos em Marketing

Caracterização geral

Pré-requisitos

    NA

Bibliografia

Método de ensino

The curricular unit is based on mix of theoretical lectures and practical classes. Each session will introduce new concepts, as well as the applications of the learned concepts through practical exercises and using different computational tools. Different learning strategies will be used, such as lectures, slide show demonstrations, step-by-step tutorials on how to approach practical examples, questions, and answers.

Método de avaliação

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%).

Project/Scientific paper:

• Practical/scientific work with own data (application of at least one technique taught in the course);
• Presentation of a proposal until March 7^th of 2016 (one page);
• Project status display until April 11^th of 2016 (one page);
• Project status display until day June 6^th of 2016 (maximum 5 page);
• Discussion with the group (4 elements) for project;
• Date of presentations to be arranged;
• All group´s members need to be present;
• Maximum 15 minutes;
• Maximum 4000 words for project and 8000 words for scientific paper.

Conteúdo

1. Hypotheses 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)

Cursos

Cursos onde a unidade curricular é leccionada: