Statistics for Marketing and Consumer Research

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SAGE, May 22, 2008 - Business & Economics - 432 pages
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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

 

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Contents

PART I Collecting Preparing and Checking the Data
1
1 Measurement Errors and Data for Consumer Research
2
2 Secondary Consumer Data
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
References
387
Index
399
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About the author (2008)

Mario Mazzocchi is Associate Professor in Statistics and Economics at the Department of Statistical Sciences of the University of Bologna. He is also Visiting Research Fellow at the University of Reading, where he has previously served as a lecturer in Applied Economics and Consumer Behaviour. He is currently a consultant to FAO on nutrition policies, and has been appointed by the European Commission as a permanent member of the group of experts on the evaluation of the EU School Fruit Scheme. He is Associate Editor of the journal Food Policy. He has led research teams of the University of Bologna in four EC-funded research projects. He has published two books(Fat Economics and Statistics for Marketing and Consumer Research) and about 40 articles in international refereed papers on a variety of applied economics topics, including consumer research, policy evaluation, health economics, tourism economics, time series econometrics.

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