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Data Analysis for Marketing

Data Analysis for Marketing

Code	5781
Year	1
Semester	S2
ECTS Credits	6
Workload	TP(60H)
Scientific area	Marketing
Entry requirements	not applicable
Mode of delivery	Face to Face
Work placements	not applicable
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). "Descriptive Statistics and Forecast," 2nd Ed UBI. (Chapter 1, 2, 3, 4) Book 2: Fonseca, J., Martins, G. Course Statistics, Atlas Publisher, New York, 6th Edition, 1996. (Chapters 5, 6, 7,8,9) Book 3: Tenreiro, Carlos, (2009), "Statistics: Notes support for classes," University of 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.