| Code |
9828
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| Year |
1
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| Semester |
S2
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| ECTS Credits |
8
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| Workload |
TP(40H)
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| Scientific area |
Marketing e Estratégia
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Entry requirements |
None
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Mode of delivery |
TP
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Learning outcomes |
Understand the connection between the research problem, methodology, data collection and data analysis. To choose the appropriate quantitative data analyses according to the research methodology. To perform analyses in statistical software. To interpret, discuss and report analyses’ results.
The students should understand the connection between the research problem, methodology, data collection and quantitative data analysis. To choose the appropriate quantitative data analyses according to the research methodology, nature and purpose. To perform analyses in statistical software, namely SPSS, AMOS and SmartPLS. To interpret, discuss and report analyses’ results.
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Syllabus |
1. Philosophy of research and data analysis – the relationship between ontology, epistemology, methodology and methods;
2. Data analysis software
3. Open data
4. Data munging
5. Data description
a. Numeric description
b. Visualisation
6. Analyses of interdependence;
a. Correlation and Crosstabulation;
b. Factor analysis and Principal Components Analysis;
c. Cluster analysis;
7. Dependency analyses;
a. Chi-square;
b. ANOVA;
c. Regression;
8. Introduction to second-generation analyses;
a. Structural Equation Analysis;
b. PLS.
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Main Bibliography |
Easterby-Smith, M.; Thorpe, R. & Jackson, Paul R. (2008) Management Research 3rd ed., Londres, UK: Sage
Hair, Joseph F., Bill Black, Barry Babin, Rolph E. Anderson (2010) Multivariate Data Analysis, 7/e, Upper Saddle River, US: Prentice Hall, ISBN13: 9780138132637
Bollen, K.A. (1989); Structural Equations with Latent Variables; New York, NY, US: John Wiley & Sons
Dunbar, R. (1996). What is This Thing Called Science? In The trouble with science (pp. 12-33). Harvard University Press.
Hunt, S. D. (2002). The Morphology of Theory. In Foundations of marketing theory: Toward a General Theory of Marketing (pp. 191-221). Armonk, New York: US: ME Sharpe.
Nunnaly, Jum C.; Bernstein, Ira H. (1994); Psychometric Theory, 3rd. Ed.; New York, NY, US: McGraw Hill
Putnam, H. (1987). The Many Faces of Realism. Open Court. ISBN: 0812690435
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Teaching Methodologies and Assessment Criteria |
1. Written exam 25%
2. Paper (7000 words) 55%
3. Two peer-reviews
4. Rebuttal letter to reviewers and new version of the paper 10%
All the assessment elements are mandatory, due in English, and must have a positive grade (10 or higher).
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Language |
Portuguese. Tutorial support is available in English.
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