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Data Analysis for Marketing

Data Analysis for Marketing

Code	14370
Year	1
Semester	S2
ECTS Credits	6
Workload	TP(60H)
Scientific area	Marketing
Entry requirements	not applicable
Learning outcomes	To highlight statistics as an important tool for analysing and making decisions in Marketing. To introduce a set of basic concepts, measures and techniques/methods in the areas of descriptive and inferential statistics for analysing data, which are essential for the profession and to assess the relevance of each of them when used in real marketing problems. Introduce Excel and SPSS as tools for statistical analysis in the area of Marketing. At the end of the course unit students should be able to: Characterise and distinguish the concepts of descriptive statistics and inferential statistics; Classify, group and analyse data in one and two-dimensional distributions; Calculate and interpret the parameters of distributions; Carry out and interpret hypothesis tests.
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) Book 4: Martins, A.; Excel Aplicado à Gestão, Edições Silabo, Lisboa, 4ª Edição, 2017 (Chapter 10) 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.