UNIVERSIDADE DE SÃO PAULO

FACULDADE DE ECONOMIA, ADMINISTRAÇÃO E CONTABILIDADE

DEPARTAMENTO DE ADMINISTRAÇÃO
CURSO DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO

PLANO DE DISCIPLINA - 2024

PROGRAMA DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO – PPGA

Disciplina: Técnicas de Levantamento e Análise de Dados em Marketing.

Código: EAD-5838 Carga horária semanal: 4 Área: Marketing
Créditos: 8 Tipo de disciplina: Optativa
Professor: José Afonso Mazzon jamazzon@usp.br
Assistente: Eduardo Ogawa Cardoso eogawac@usp.br

1. Objetivos:

a) Enriquecer o conhecimento dos alunos sobre técnicas de levantamento e análise de dados,

com ênfase em Marketing, especificamente em relação aos tópicos de (1) construção e
validação de escalas de mensuração; (2) escolha do método e técnica de análise de dados
adequados ao problema de pesquisa;
b) Fornecer embasamento teórico e prático para a condução e para a análise crítica de surveys
e experimentos;
c) Discutir conceitos e métodos de validade e confiabilidade na pesquisa científica.

2. Justificativa:

A metodologia científica é composta por diversas técnicas e processos que visam à aquisição
objetiva de conhecimento. Nesse sentido, a disciplina visa aprofundar conceitos em campos
metodológicos específicos permitindo que os alunos, ao final do curso, sejam capazes de
conduzir estudos de acordo com a natureza do problema e rigor exigidos pela pesquisa
científica.
3. Programação das sessões:

Data Sessão Conteúdo

Apresentação do curso / Softwares usuais para pesquisa científica

26/02 1
Matriz de amarração metodológica. ‘Dicas’ para publicação em journals

04/03 2 Mensuração e escalas

11/03 3 Tratamento de dados / Overview de técnicas de análise de dados

18/03 4 Análise de regressão / Regressão logística

25/03 5 Análise discriminante

01/04 6 Análise fatorial

08/04 7 Análise de conglomerados

15/04 8 Escalonamento muldimensional

22/04 9 Análise conjunta

29/04 10 Análise de classes latentes

06/05 11 Modelagem de equações estruturais

13/05 12 Análise de sistemas dinâmicos / Teoria de Resposta ao Item

20/06 13 Machine Learning

27/05 14 Anova / Manova

03/06 15 Experimentos I – Efeitos fixos e fatoriais

10/06 16 Experimentos II – Medidas repetidas e mistos

17/06 17 Validade e confiabilidade em pesquisa científica

4. Critério de avaliação:

a) Participação nas sessões 15%

b) Seminários 30%
c) Relatórios de processamentos e análises 35%
d) Projeto de planejamento de experimento 20%

Os seminários serão avaliados conforme os seguintes critérios:

i) Contribuições adicionais ao material fornecido;
ii) Precisão conceitual;
iii) Exemplificações;
iv) Adequação das respostas às perguntas formuladas;
v) Administração do tempo.

Imprescindível: Arquivo dos slides deverá ser enviado por e-mail até 1 (uma) semana após
a apresentação, incorporando contribuições apresentadas em sala, para ser disponibilizada no
Moodle a todos os participantes.

Após cada sessão, os participantes, em grupos de 2, deverão entregar um relatório:

a) dos outcomes do processamento de um banco de dados (existente em softwares ou do próprio
discente) utilizando a(s) técnica(s) multivariada(s) estudada(s) na sessão anterior;
b) deverão ainda fazer uma análise dos resultados obtidos, incorporando os conceitos teóricos
relacionados aos outcomes.

O projeto de planejamento de experimento deve conter pelo menos:

i) Introdução;
ii) Problema e objetivos da Pesquisa;
iii) Fundamentação teórica;
iv) Hipóteses de Pesquisa;
v) Método de coleta de dados (cenários, escalas, procedimentos para a coleta de dados,
manipulation check);
vi) Gráficos com resultados esperados.
Usar espaçamento simples, Times 12. Entrega até o dia 01/07/2024. Na redação do relatório
do projeto, seguir a norma APA.
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