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Data Analysis for Marketing

Code 14370
Year 1
Semester S2
ECTS Credits 6
Workload TP(60H)
Scientific area Marketing
Entry requirements n.a.
Learning outcomes Highlight the statistics as an important tool for analysis and decision making in marketing. Introduce a set of concepts, measures and statistical techniques of data analysis (regression and simple correlation to relate quantitative variables and prevision. Introduce a set of basic concepts and techniques of statistical inference and assess the relevance of each to use in real problems of marketing. Introducing Excel and SPSS as instruments of stastical analysis in Marketing.
Syllabus 1. Introduction
2. Presentation of Data and Frequency Distributions
3. Location and Dispersion Measures
4. Asymmetry, Scaling, and Concentration of Data Distributions
5. Theory of Probabilities
6. Discrete random variables
7. Continuous Random Variables
8. Sample Distributions
9. Hypothesis Testing
10. Data Analysis in Excel
Main Bibliography 1 - Base Bibliography
Book 1: Manso, J.R. Pires (1996). "Estatística Descritiva e Previsão," 2nd Ed UBI. (Chapter 1, 2, 3, 4)
Book 2: Fonseca, J., Martins, G. Curso de Estatística, Atlas Publisher, New York, 6th Edition, 1996. (Chapters 5, 6, 7,8,9)
Book 3: Tenreiro, Carlos, (2009), "Estatistica: Notas de apoio às aulas," Universidade de Coimbra (Chapters 5, 6, 7,8,9)
2 - Recommended Books
McCLAVE, J.T, BENSON, P.G. and SINCICH, T., Statistics for Business and Economics, 9th Edition, Pearson Prentice Hall, 2005.
Berenson, M.L., LEVINE, D.M. and KRHBIEL, TC, Basic Business Statistics: concepts and applications, Prentice Hall, 2004
MALOHTRA, N. K. Marketing Research: An Applied Orientation, 4th Edition, Prentice Hall, 2004.
Teaching Methodologies and Assessment Criteria The teaching methodology established for this UC is based on a theoretical-practical approach. As the concepts, techniques / methods are exposed and explained, students are asked to perform a set of exercises (calculation and interpretation) to consolidate the exposed contents. Subsequently, a set of application forms, by chapter, are made available, and students are asked to resolve them under the guidance of the teachers. The evaluation process will be supported by 3 evaluation tests, to be carried out throughout the semester.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2023-05-15

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