Market Research and Data Analysis

Basics on Probability and Statistics.

Theoretical classes of exposition of the programmatic contents.

Laboratory classes to solve theoretical-practical exercises, mainly using statistical software.

Goals

It is intended that the student acquire the necessary bases to participate in market studies and perform data analysis, resorting to computational tools using the software / programming language R.

Skills

• Acquisition of the essential language associated with Market Research and Data Analysis, that allows students to independently develop their future professional projects as well as the ability to integrate multidisciplinary teams involving specialists and clients.

• Know how to write basic code using the R language and interpret the results obtained.

1. Introduction to data analysis and market research. Fundamentals: how to build a questionnaire/study, primary and secondary data, scales, questionnaire design, sampling and data collection methods.

2. Review of parametric hypothesis testing. Tests for mean, variance and proportion. Tests for comparing means, variances and proportions of two populations. Goodness-of-Fit tests. Independence tests. Analysis of Variance.

3. Data analysis using multivariate statistical techniques, using R software/language, including multiple regression and principal component analysis.

• - Exame escrito - 60.0%
• - Relatório, com discussão oral, de um projeto - 40.0%

NAO

• Class notes, provided by the teacher
• Ross, S. – Introduction to Probability and Statistics for Engineers and Scientists, Elsevier 
• Ryan, T. – Modern Engineering Statistics, Wiley
• Hill, M. & Hill, A. – Investigação por questionário, Edições Sílabo 
• Reis, E. – Estatística Multivariada Aplicada, Edições Sílabo