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IPLUSO 23515

Statistics Applied to Market Studies

Marketing Management
  • ApresentaçãoPresentation
    The purpose of this course is to introduce probability distribuition models and the basic principles of Inferential Statistics. Students should understand the usefulness and wide application of these methodologies to various contexts, particularly in their subject areas. It is intended that students develop their thinking skills, helping them to address and solve real practical problems in their area of study or in other contexts.
  • ProgramaProgramme
    1. INTRODUCTION TO THE CONCEPT OF MARKET STUDIES 2. DEFINITION OF THE PROBLEM AND RESEARCH NEEDS 3. DATA COLLECTION Secondary data collection Collection and analysis of qualitative data Quantitative data collection Sampling and samples collection instruments 4. QUANTITATIVE DATA ANALYSIS Data encoding in SPSS Frequency distribution and crosstabulation Statistical significance and confidence interval hypothesis test What are they for and when to use them: . Analysis of variance and covariance . Correlation and regression . factorial analysis 5. Finall Report
  • ObjectivosObjectives
    The subject of Market Studies aims to make known the main types of market studies, their strengths and limitations. Presentation of the process of carrying out a market study to the students allowing them to obtain know-how that will allow them to:: - A- Understand different theoretical statistical models, identify them and apply them in practical cases. B- Construct confidence intervals for the parameters of normal distributions C- Perform parametric hypothesis tests D- Develop non-parametric hypothesis tests (fitness tests and independence tests) E- Build and analyze market studies with quality
  • BibliografiaBibliography
    Murteira, B., Ribeiro, C.S., Silva, J.A., Pimenta, C. (2015). Introdução à Estatística, Escolar Editora. Newbold, P., Carlson, W.L., Thorne, B.M. (2012). Statistics for Business and Economics, Prentice-Hall, 8ª Edição. (ISBN: 978-0132745659)  Robert Duboff (2022)). Market Research Matters: Tools and Techniques for Aligning Your Business.John Wiley & Sons Inc in Market Research Matters: Tools and Techniques for Aligning Your Business (Custom Edition) (z-lib.is)  
  • MetodologiaMethodology
    Model of practical activity in class, with plenty of exercises.
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    6
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não