STATISTICS FOR MARKETING AND CONSUMER RESEARCH

TRAMA

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

SOMMARIO

PART ONE: COLLECTING, PREPARING AND CHECKING THE DATAMeasurement, Errors and Data for Consumer ResearchSecondary Consumer DataPrimary Data CollectionData Preparation and Descriptive StatisticsPART TWO: SAMPLING, PROBABILITY AND INFERENCESamplingHypothesis TestingAnalysis of VariancePART THREE: RELATIONSHIPS AMONG VARIABLESCorrelation and RegressionAssociation, Log-linear Analysis and Canonical Correlation AnalysisFactor Analysis and Principal Component AnalysisPART FOUR: CLASSIFICATION AND SEGMENTATION TECHNIQUESDiscriminant AnalysisCluster AnalysisMultidimensional ScalingCorrespondence AnalysisPART FIVE: FURTHER METHODS IN MULTIVARIATE ANALYSISStructural Equation ModelsDiscrete Choice ModelsThe End (and Beyond)

ALTRE INFORMAZIONI

• Condizione: Nuovo
• ISBN: 9781412911221
• Dimensioni: 9.5300 x 6.6900 in
• Formato: Paperback / softback
• Pagine Arabe: 432