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Research Methods II - Fall - 2022-23

This document outlines a course on research methods that aims to provide guidance on conducting research projects and applying multivariate data analysis techniques. The course consists of three parts that cover formulating research objectives and design, dependence techniques like cross-tabulation and regression, and interdependence techniques like factor analysis and cluster analysis. Students will complete assignments, participate in class, and take an exam to demonstrate their understanding of appropriately analyzing and applying multivariate methods to research. The course is taught by Professor Fernando Machado and teaching assistant Isabel Moreira.

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49 views3 pages

Research Methods II - Fall - 2022-23

This document outlines a course on research methods that aims to provide guidance on conducting research projects and applying multivariate data analysis techniques. The course consists of three parts that cover formulating research objectives and design, dependence techniques like cross-tabulation and regression, and interdependence techniques like factor analysis and cluster analysis. Students will complete assignments, participate in class, and take an exam to demonstrate their understanding of appropriately analyzing and applying multivariate methods to research. The course is taught by Professor Fernando Machado and teaching assistant Isabel Moreira.

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Filipa Preza
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Master in Applied

Management
2022-23

RESEARCH METHODS II
Fernando S. Machado and Isabel Moreira

OBJECTIVES:
This course aims to provide students with guidance for conducting a research project and
apply rigorous methods of multivariate data analysis. At the end of the course students
are expected to:
• Understand the process of choosing a research topic and formulating research
questions;
• Be familiar with the main categories of research design in social sciences;
• Be able to appropriately analyze dependence relationships by using
multivariate methods of data analysis;
• Be able to appropriately apply interdependence multivariate techniques.

COURSE CONTENT:
PART I – FORMULATION OF RESEARCH OBJECTIVES AND RESEARCH DESIGN
1.1 Formulation of the Research Topic and Research Objectives.
1.2 Research Designs.
1.3 Surveys and Scales.
1.4 Experimental Research.

PART II – MULTIVARIATE DATA ANALYSIS: DEPENDENCE TECHNIQUES


3.1 Cross-Tabulation.
3.2 Analysis of Variance and Covariance.
3.3 Binary Logistic Regression.

PART III – MULTIVARIATE DATA ANALYSIS: INTERDEPENDENCE TECHNIQUES


3.1 Factor Analysis.
3.2 Cluster Analysis.

CATÓLICA-LISBON School of Business and Economics | Universidade Católica Portuguesa | Palma de Cima - 1649-023 Lisboa – PORTUGAL
Tel: +351 217 225 071 | e-mail: [email protected] | www.clsbe.lisboa.ucp.pt
REFERENCES:
Books:
- Hair, Black, Babin and Anderson (2013), ”Multivariate Data Analysis”, 7th Ed
(International ed.), Pearson Education (HBBA)
- Numan, Birks and Malhotra (2020), “Marketing Research - An Applied Insight”, 6th Edition,
Pearson Education (Malhotra). Articles:
- Aaker, Kumar, Leone and Day (2018), “Marketing Research”, 13th Edition, International
Student Version, Wiley (hereafter AKLD).
- Bryman, Alan and Emma Bell (2011), “Business Research Methods”, 3rd edition, Oxford
University Press. (BB)
Articles:
Soman (1998), “The Illusion of Delayed Incentives: Evaluating Future Effort-Money
Transactions”, Journal of Marketing Research, Vol. 35: 427-437
Mugge and Dahl (2013), “Seeking the Ideal Level of Design Newness: Consumer Response
to Radical and Incremental Product Design”, Journal of Product Innovation Management,
Vol. 30 (SI): 34-37.

ASSESSMENT:
Weight
Assignment 12.5 %
Class Participation and Attendance 12.5 %
Exam 75 %
Approval in this course requires a global average of at least 9.5 and an exam grade of
at least 8.0.

SHORT BIOS:
Fernando S. Machado is Professor of Marketing at Católica-Lisbon School of Business and
Economics. He holds a PhD in Agricultural Economics (University of Reading, UK) and
undergraduate degrees in Economics and in Business Administration (UCP). Formerly he
was dean for faculty, senior associate dean for academic affairs, director of the Center
for Applied Studies and member of the board of directors of Católica’s Center for Public
Opinion Studies (CESOP).
His current research interests revolve around digital piracy, innovative pricing mechanisms
and the analysis of consumer preferences. His research has appeared in refereed
international journals such as Marketing Science, Journal of Marketing, Journal of the
Academy of Marketing Science and Journal of the Association of Information Systems.

Isabel Moreira is a teaching assistant at Católica-Lisbon School of Business and Economics


and a Market Research Consultant at Netsonda. She holds a master's degree in Clinical
and Health Psychology (University of Porto, Portugal). Formerly, she was a research and
management assistant at Católica-Lisbon School of Business & Economics, where she also
performed the executive management of LERNE- Laboratory of Experimental Research iN
Economics and Management, PEO- Online Research Panel, and of OPS- Observatory of
the Portuguese Society. Her main research areas are on wellbeing and life satisfaction,
economic confidence, as well as on consumer behavior, preferences and satisfaction.

CATÓLICA-LISBON School of Business and Economics | Universidade Católica Portuguesa | Palma de Cima - 1649-023 Lisboa – PORTUGAL
Tel: +351 217 225 071 | e-mail: [email protected] | www.clsbe.lisboa.ucp.pt
CLASS SCHEDULE

CLASSES TOPICS READINGS


Formulation of the Research Topic and Research BB, chaps, 1, 2, 3, 6
Class 1 Objectives
Jan. 14 Research Designs AKLD, chaps. 11, 13, 16
Surveys and Scales (353-361), and 17 (370-379)
Experimental Research
Cross-Tabs
Analysis of Variance Malhotra ch. 16 (528-550).
Class 2
Analysis of Covariance
Jan. 21 Repeated Measures ANOVA
Short Case: TBD
Lab 1 Case: The Effect of Ad Type, Context and Brand
on Advertising Effectiveness
Jan.28
Case: Discover Financial Services
Binary Logistic Regression Malhotra ch. 18 (620-626).
Class 3
Case: How to increase survey response rates? AKLD, ch. 20 (441-453)
Feb. 04
Factor Analysis HBBA, chps. 3 and 5

Class 4 Cluster Analysis AKLD, ch. 20 (453-463)


Feb. 11 Case: TBD HBBA, ch. 8

Lab 2 Case: Airlines


Feb. 13
Homework Assignment: TBD
Due on Feb. 22 (Wednesday)

Feb. 25 Exam

CATÓLICA-LISBON School of Business and Economics | Universidade Católica Portuguesa | Palma de Cima - 1649-023 Lisboa – PORTUGAL
Tel: +351 217 225 071 | e-mail: [email protected] | www.clsbe.lisboa.ucp.pt

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