Universidade Nova de Lisboa

Universidade Nova de Lisboa

NOVA Information Management School

Quantitative Methods for Marketing - Descriptive Methods

Code

200092

Academic unit

NOVA Information Management School

Credits

7.5

Teacher in charge

Weekly hours

2.0

Teaching language

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

Objectives

1 Develop and interpret the results of factor analysis
2 Develop and interpret the results of cluster analysis
3 Develop and interpret the results of multidimensional scaling analysis
4 Apply hypothesis tests for means, totals and proportions
5 Apply hypothesis tests for the difference of means, totals and proportions
6 Apply tests of association and for the goodness of fit between two samples
7 Develop and interpret the results of correspondence analysis

Prerequisites

Recommended: Statistics

Subject matter

1 Introducing quantitative methods for marketing
2 Univariate and bivariate methods
3 Descriptive multivariate methods

Bibliography

Iacobucci, D. (2012). Marketing Models – Multivariate Statistics and Marketing Analytics. International Edition, South-Western, Cengage Learning
Feinberg, F., Kinnear, T. and Taylor, J. (2008). Modern Marketing Research – Concepts, Methods and Cases. Second Edition, International Edition, South-Western, Cengage Learning
Hair, J., Anderson, R., Tattham, R. and Black, W. (1995). Multivariate Data Analysis with readings. Prentice Hall
Sharma, S. (1996). Applied Multivariate Techniques. Wiley
Sharma, S. (1996). Applied Multivariate Techniques. Wiley

Teaching method

The course is based on theoretical lessons (presentation of concepts, methodologies), followed by lessons for case problems solving (applying techniques and discussing results).

Evaluation method

Final exam (50%) + Term project with oral presentation (50%)

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