Análise de Dados e Estudos de Mercado

Theoretical classes of exposition of programmatic contents.
Practical classes to solve theoretical-practical exercises, mainly using statistical software.

Objectives: To acquire the necessary foundations to participate in market research and conduct data analysis, using computational tools and the R software/programming language. To teach students how to design and conduct market research projects involving a variety of marketing situations, using multivariate statistical techniques and other data classification and analysis techniques.

Competencies: Acquisition of the essential language associated with Data Analysis and Market Research that allows students to autonomously develop their future professional projects, as well as the ability to integrate into multidisciplinary teams involving specialists and clients. Knowing how to write basic code using the R language and interpreting the results obtained.

1. Introduction to data analysis and market research. Fundamental concepts: how to construct a questionnaire/study, primary and secondary data, scales, questionnaire design, sampling, and data collection methods.
2. Parametric and non-parametric hypothesis tests. Tests for the mean, variance, and proportion. Tests for comparing means, variances, and proportions. Goodness-of-fit tests. Independence tests. Analysis of Variance.
3. Data analysis using multivariate statistical techniques, using the R software/language (or other), including multiple regression, survival analysis, and principal component analysis.

• - Practical projects or Exam - 100.0%

NAO