Statistics for Marketing and Consumer ResearchBalancing 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 |
What people are saying - Write a review
We haven't found any reviews in the usual places.
Contents
| 1 | |
| 2 | |
| 27 | |
3 Primary Data Collection | 46 |
4 Data Preparation and Descriptive Statistics | 77 |
PART II Sampling Probability and Inference | 103 |
5 Sampling | 104 |
6 Hypothesis Testing | 130 |
11 Discriminant Analysis | 248 |
12 Cluster Analysis | 263 |
13 Multidimensional Scaling | 283 |
14 Correspondence Analysis | 300 |
PART V Further Methods in Multivariate Analysis | 315 |
15 Structural Equation Models | 316 |
16 Discrete Choice Models | 337 |
17 The End and Beyond | 352 |
7 Analysis of Variance | 150 |
PART III Relationships Among Variables | 171 |
8 Correlation and Regression | 172 |
9 Association Loglinear Analysis and Canonical Correlation Analysis | 196 |
10 Factor Analysis and Principal Component Analysis | 218 |
PART IV Classification and Segmentation Techniques | 247 |
APPENDIX Fundamentals of Matrix Algebra and Statistics | 359 |
Glossary | 375 |
| 387 | |
| 399 | |
Other editions - View all
Common terms and phrases
algorithm allows alternative ANOVA average behavior bivariate brand canonical correlation categorical variables chapter characteristics chi-square chicken cluster analysis coefficient computed confidence level conjoint analysis consider consumption correspondence analysis covariance data collection dependent variable dimensions discrete choice models discriminant analysis discriminant function discussed estimation evaluation example expenditure explained explanatory variables exploit explore extracted factor analysis frequency goodness-of-fit groups household hypothesis testing income independent interviews latent log-linear analysis logistic marketing research matrix mean metric missing data multidimensional scaling multiple multivariate non-metric normal distribution null hypothesis number of clusters objective observations options original variables outliers output parameters population possible potential predictors preference principal component analysis probability procedure purchase questionnaire regression model relationship relevant respondents sampling frame scores secondary data simple random sampling specific SPSS standard deviation standard error statistical structural equation models survey techniques Total Trust data-set variance vector zero
Bibliographic information
| Title | Statistics for Marketing and Consumer Research |
| Author | Mario Mazzocchi |
| Publisher | SAGE, 2008 |
| ISBN | 1473903521, 9781473903524 |
| Length | 432 pages |
| Subjects | › › Business & Economics / Marketing / Research |
| Export Citation | BiBTeX EndNote RefMan |