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ISCTE-IUL  >  Education  >  LG

Modeling in Marketing Research (2 º Sem 2016/2017)

Code: L5323
Acronym: L5323
Level: 1st Cycle
Basic: No
Teaching Language(s): Portuguese, English
Friendly languages:
Be English-friendly or any other language-friendly means that UC is taught in a language but can either of the following conditions:
1. There are support materials in English / other language;
2. There are exercises, tests and exams in English / other language;
3. There is a possibility to present written or oral work in English / other language.
1 6.0 0.0 h/sem 36.0 h/sem 0.0 h/sem 0.0 h/sem 0.0 h/sem 0.0 h/sem 1.0 h/sem 37.0 h/sem 113.0 h/sem 0.0 h/sem 150.0 h/sem
Since year 2011/2012
Pre-requisites Comprehensive knowledge on statistics and marketing.  
Objectives ? Understanding the most important concepts in statistics in marketing research;
? Oral and written communication skills concerning work done within the scope of statistical analysis;
? Enhancing skills on the application of statistics in empirical research.

Program 1. Quantitative modeling in Marketing Research
2. Modeling and forecasting sales (simple and multiple regression model)
3. Conjoint analysis
4. Choice modeling in marketing (binary logistic regression)
5. Market segmentation techniques
6. Other advanced topics  
Evaluation Method Continuous evaluation includes:
? a written individual test, with a 35% weight;
? an individual report, with a weight of 35%;
? a group (3 or 4 elements) coursework with a 30% weight.

Continuous evaluation requires the students? choice at the beginning of the semester and attendance of at least 80% of classes. Approval will be obtained by students with a final average grade equal or bigger than 10, provided that they did not had a grade lower than 8 in any of the tests; the minimum grade for the coursework is 10.

The evaluation can be made through a final examination. Students that obtain, in the final exam, a grade less than 10 but equal or higher than 8 can undergo an oral examination to pass.
Teaching Method During the learning-teaching term each student should acquire analytical, information gathering, written and oral communication skills, according to the established learning outcomes for this unit.

To contribute to the acquisition of these skills the following learning methodologies (LM) will be used:

1. Expositional, to the presentation of the theoretical reference frames
2. Participative, with analysis and resolution of application exercises
3. Active, with the realization of individual and group works
4. Experimental laboratory, with development and operation of computer models
5. Self-study, related with autonomous work by the student, as is contemplated in the Class Planning.
Basic Bibliographic Hair, Jr., J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis (6th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Complementar Bibliographic Franses, P.H. e R. Paap (2001), Quantitative Models in Marketing Research, Cambridge: Cambridge University Press.

Lattin, J., D. Carroll e P. Green (2003), Analyzing Multivariate Data, Pacific Grove, CA: Thomson Learning.