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Quantitative Data Analysis in Marketing

Code 12547
Year 1
Semester S1
ECTS Credits 6
Workload TP(30H)
Scientific area Marketing
Entry requirements not applicable
Mode of delivery face-to-face
Work placements not applicable
Learning outcomes With this curricular unit it is intended that the students deepen the fundamental knowledge of statistics for analysis of real data, oriented to the health area. It is also essential to develop essential data processing skills to support research.
Students should:
- Understand and apply the basic concepts of Descriptive Statistics, Sampling and Statistical Inference;
- Apply these methods to real problems and situations;
- Understand and apply other statistical techniques to support the development of research work (regression analysis, Analysis of variance of one or more factors, factorial analysis, contingency tables and Chi-square tests, Discriminant Analysis)
Syllabus 1.INTRODUCTION TO DATA ANALYSIS: Descriptive Statistics, Sampling Processes, Statistical Inference, Confidence Intervals, Hypothesis Testing
2. REGRESSION ANALYSIS
3. ANALYSIS OF VARIANCE - SIMPLE EXPERIENCES (1 Factor) COMPLETELY RANDOM
4. ANALYSIS OF THE VARIANCE WITH TWO OR MORE FACTORS
5. CONTINGENCY TABLES AND QUI-QUADRADO TESTS
6. FACTORIAL ANALYSIS
7. DISCRIMINATING ANALYSIS

The programmatic contents include topics related to basic statistical techniques, which should be studied in depth here. At the same time, more advanced statistical techniques will be addressed, which are the minimum support for the development of quantitative research.
Main Bibliography Pinto, J. Carlos Castro e Curto, J. J. Dias, "Estatística para Economia e Gestão: Instrumentos de Apoio à Tomada de Decisão", Edições Silabo, Lda., Lisboa, 1999.

Hair, Joseph F., Bill Black, Barry Babin, Rolph E. Anderson, Ronald L. Tatham (2006) Multivariate Data Analysis, 6/e, Upper Saddle River, US: Prentice Hall,

Lisboa, João V., Augusto, Mário G. e Ferreira, Pedro L. (2012), “Estatística Aplicada à Gestão”, Vida Económica, Lisboa.

Malhotra, Naresh K. e David F. Birks (2010) Marketing Research – An Applied Approach (6th ed.), Edinburgh Gate, UK: Prentice Hall,

Marôco, J. (2011). Análise Estatística com o SPSS Statistics (5th ed.), Pero Pinheiro: Edições Silabo

McClave, James T., Benson, P. George e Sincich, Terry (2001) Statistics for Business and Economics (8th Ed.), Upper Saddle Rive, US: Prentice Hall, ISBN: 0-13-027293-0
Language Portuguese. Tutorial support is available in English.
Last updated on: 2022-02-18

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