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
Spis treści
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)
O autorze
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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