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 |
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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 | |