Métodos Analíticos Preditivos em Marketing

Objetivos

  1. Develop and interpret the results of multiple regression analysis;
  2. Develop and interpret the conjoint analysis;
  3. Develop and interpret the results of regression models for categorical dependent variables (probit/logit);
  4. Develop and interpret the results of multiple regression analysis based on factors;
  5. Develop and interpret the results of structural equation models (SEM).

Caracterização geral

Código

200190

Créditos

7.5

Professor responsável

Tiago André Pereira Branco

Horas

Semanais - A disponibilizar brevemente

Totais - A disponibilizar brevemente

Idioma de ensino

Português. No caso de existirem alunos de Erasmus, as aulas serão leccionadas em Inglês

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

1st 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%).

 

2nd 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 7th of 2023 (one page);
  • Project status display until April 11th of 2023 (one page);
  • Project status display until day June 6th of 2023 (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)