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

Maria Fernanda dos Santos Jordão

Teaching language

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

Objectives

  • Being able to identify the most appropriate techniques to apply in order to answer the research questions about the data under study.
  • Being able to apply each technique and to interpret its results.

 

Prerequisites

Recommended: Inferential and Descriptive Statistics.

Subject matter

  1. Introduction. Types of variables and measurement
  2. Covariance and correlation
  3. Factor analysis
    1. Principal component analysis
    2. Analysis in common and specific factors
  4. Association between categorical variables
  5. Correspondence analysis
  6. Cluster analysis
  7. Multidimensional scaling

Bibliography

  • Hair, J., Anderson, R., Tattham, R. and Black, W., Multivariate Data Analysis with Readings, Prentice Hall, 1995.
  • 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

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

In order to successfully complete the course, students have to take a final exam (50%) and to develop a group project (50%).

Courses