Subject

Multivariate Statistics

4th SEMESTER / COURSE: ADVERTISING AND MARKETING

This curricular unit aims to complement students’ skills in the area of quantitative methods of data analysis, in particular with the techniques of multivariate statistics that are most used in social sciences, namely in attitude, image and branding studies, and in brand or organizations positioning or segmentation. Practical classes emphasizes on applying multivariate techniques using the software SPSS, and on how to interpret the obtained outputs in substantive terms.

 

RESPONSIBLE TEACHER:

Cláudia Silvestre

TEACHER(S):

Ana Meireles
Cláudia Silvestre