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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. At the end of the curricular unit the student will be able to:Characterize and distinguish the concepts of descriptive and inferential statistics; Identify the elements of descriptive and inferential statistics; Sort and group data in single and two-dimensional distributions;
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.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-06-12

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