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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