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Statistics for Marketing and Consumer Research

 EPUB
Sofort lieferbar | Lieferzeit: Sofort lieferbar I
ISBN-13:
9781473903524
Veröffentl:
2008
Einband:
EPUB
Seiten:
432
Autor:
Mario Mazzocchi
eBook Typ:
Adobe Digital Editions
eBook Format:
EPUB
Kopierschutz:
Adobe DRM [Hard-DRM]
Sprache:
Englisch
Beschreibung:

Simple-to-follow, yet rigorous, practical guide to the statistical techniques used in marketing and consumer research.

Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each method as well as showing how they are applied.

 


The book is accompanied by two real data sets to replicate examples and with exercises to solve, as well as detailed guidance on the use of appropriate software including:


 


- 750 powerpoint slides with lecture notes and step-by-step guides to run analyses in SPSS (also includes screenshots)


- 136 multiple choice questions for tests


 


This is augmented by in-depth discussion of topics including:


 


- Sampling


- Data management and statistical packages


- Hypothesis testing


- Cluster analysis


- Structural equation modelling

PART ONE: COLLECTING, PREPARING AND CHECKING THE DATA

Measurement, Errors and Data for Consumer Research

Secondary Consumer Data

Primary Data Collection

Data Preparation and Descriptive Statistics

PART TWO: SAMPLING, PROBABILITY AND INFERENCE

Sampling

Hypothesis Testing

Analysis of Variance

PART THREE: RELATIONSHIPS AMONG VARIABLES

Correlation and Regression

Association, Log-linear Analysis and Canonical Correlation Analysis

Factor Analysis and Principal Component Analysis

PART FOUR: CLASSIFICATION AND SEGMENTATION TECHNIQUES

Discriminant Analysis

Cluster Analysis

Multidimensional Scaling

Correspondence Analysis

PART FIVE: FURTHER METHODS IN MULTIVARIATE ANALYSIS

Structural Equation Models

Discrete Choice Models

The End (and Beyond)

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