Base Knowledge
Basic probability and statistics concepts.
Teaching Methodologies
The predominant teaching methodologies will be the expository method, in lectures, and the resolution by the student of practical problems (whenever possible applied to engineering and industrial management).
Learning Results
To teach students how to design and conduct market research projects, involving a wide set of marketing situations, using multivariate statistical techniques and other type of classification and data analysis techniques. The data analysis will be performed using appropriate software.
Program
I – Introduction to data analysis and market studies. Fundamental notions: how to construct a survey/study,, primary and secondary data, scales, questionnaires, design and data collection methods.
II – Data analysis using multivariate statistical techniques, using supporting software, including factor analysis, cluster analysis, discriminant analysis, multiple regression, and other classification methods.
Curricular Unit Teachers
Luis Manuel dos Santos de Melo MargalhoGrading Methods
- - Relatório, com discussão oral, de um projeto - 40.0%
- - Exame escrito - 60.0%
Internship(s)
NAO
Bibliography
Malhotra, N. (2004), Marketing Research: an applied orientation, 4th ed
Rossiter, D. G. (2012), Introduction to the R Project for Statistical Computing for use at ITC, Univ. of Twente, Faculty of Geo-information Science and Earth Observation
Sousa, J. M. C. and Kaymaj, U. (2002), Fuzzy Decision Making in Modelling and Control, Prentice-Hall, World Scientific and Imperial College Editors
Hair, J. et al (1998), Multivariate Data Analysis, Pearson/Prentice Hall, 5th ed