Since the objective of the course is to address various analyzes conducted in the marketing intelligence departments or in market research institutes, involving more than two variables, as well as present techniques related to information analysis, this course will have a practical approach. A first part of the class will present the situation that requires the application of multivariate techniques and the rest of the session the student will work with data files and practical cases where they have to apply the right techniques, interpret the obtained results and present the conclusions. Given the orientation of the subject, all sessions will be held in the computer lab using the JMP statistical package.

In this course, the use of Artificial Intelligence (AI) technologies is permitted as an integral part of project development, provided that the final result reflects a significant contribution from the student in terms of analysis and personal reflection. Students must clearly identify which parts were generated using AI technologies, specify the tools used, and include a critical reflection on how these tools influenced both the process and the final outcome of the activity. Lack of transparency in the use of AI will be considered academic dishonesty and may result in a grade penalty or more severe sanctions in serious cases.

The proposed teaching methodology may undergo some modifications according to the restrictions imposed by the health authorities on on-campus courses.

The continuous assessment of the course consists of three parts:

1. Students will complete applied activities and micro-case studies throughout the semester, accounting for 30% of the final grade. These activities are intended to develop students’ ability to design research projects, select appropriate tests and techniques, interpret statistical results, analyze outputs obtained with JMP, and draw relevant conclusions for decision-making. These activities will have a continuous and formative nature, and feedback and discussion of results will be provided during class sessions.
2. Students will take an individual midterm exam. This exam will account for 35% of the final grade.
3. Finally, students will take an individual case-based final exam. This exam will account for 35% of the final grade.

Both exams are focused on the interpretation of results, analysis, and decision-making based on quantitative evidence.

To pass the course in the regular assessment period, students must simultaneously meet the following three requirements:

1. Submit at least 80% of the applied activities and micro-case studies scheduled for the course.
2. Obtain a minimum grade of 5.0 out of 10 on the individual midterm exam.
3. Obtain a minimum grade of 5.0 out of 10 on the final exam.

Only when these three requirements are met will the final course grade be calculated according to the weightings established in the course guide.

Students who fail to meet one or more of the above requirements may take the resit exam, provided that their final grade in the regular assessment, calculated according to the established weightings, is equal to or higher than 3.5 out of 10.

Students whose final grade is below 3.5 out of 10 will not be eligible to take the resit exam.

The resit assessment will consist of an individual exam covering all course content and will take place on the date established by the faculty.

A student will be considered “Not Assessed” if they have not participated in any assessment activity or if they officially withdraw from the course before the twentieth week of the semester.

The dates of the mid, final exam and the resit exam will be determined by the Faculty’s official examination calendar.

The completion of assessment activities is subject to the provisions set out in this course guide and in the "Policy of the School of Economics and Business on the Detection of Irregularities during Assessment Activities", which regulates the conditions under which assessment tasks are conducted and the procedures applicable in cases where indications of irregularities are detected. Students are encouraged to consult the policy.

Calendar of evaluation activities

\"The dates of evaluation activities cannot be modified, unless there is an exceptional and duly justified reason why an evaluation activity cannot be carried out. In this case, the degree coordinator will contact both the teaching staff and the affected student, and a new date will be scheduled within the same academic period to make up for the missed evaluation activity.\" Section 1 of Article 115. Calendar of evaluation activities (Academic Regulations UAB). Students of the Faculty of Economics and Business, who in accordance with the previous paragraph need to change an evaluation activity date must process the request by filling out an Application for exams' reschedule https://eformularis.uab.cat/group/deganat_feie/application-for-exams-reschedule

Grade revision process

After all grading activities have ended, students will be informed of the date and way in which the course grades will be published. Students will be also be informed of the procedure, place, date and time of grade revision following University regulations.

Retake Process

\"To be eligible to participate in the retake process, it is required for students to have been previously been evaluated for at least two thirds of the total evaluation activities of the subject.\" Section 3 of Article 112 ter. The recovery (UAB Academic Regulations). Additionally, it is required that the student to have achieved an average grade of the subject between 3.5 and 4.9.

The date of the retake exam will be posted in the calendar of evaluation activities of the Faculty. Students who take this exam and pass, will get a grade of 5 for the subject. If the student does not pass the retake, the grade will remain unchanged, and hence, student will fail the course.

Irregularities in evaluation activities

In spite of other disciplinary measures deemed appropriate, and in accordance with current academic regulations, \"in the case that the student makes any irregularity that could lead to a significant variation in the grade of an evaluation activity, it will be graded with a 0, regardless of the disciplinary process that can be instructed. In case of various irregularities occur in the evaluation of the same subject, the final grade of this subject will be 0\". Section 10 of Article 116. Results of the evaluation. (UAB Academic Regulations).

The proposed evaluation activities may undergo some changes according to the restrictions imposed by the health authorities on on-campus courses.

This subject does not offer the option for comprehensive evaluation.