Statistics for marketing and consumer research /

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...

Πλήρης περιγραφή

Πρώτος συγγραφέας: Mazzocchi, Mario
Μορφή: Βιβλίο
Γλώσσα: English
Άλλες Λεπτομέρειες Έκδοσης: London, England :, Sage,, 2008.
Θέματα/Λέξεις Κλειδιά:
Marketing research > Statistical methods
Consumers > Research > Statistical methods.
Πίνακας περιεχομένων:
  • 1. Measurement, errors and data for consumer research
  • 2. Secondary consumer data
  • 3. Primary data collection
  • 4. Data preparation and descriptive statistics
  • 5. Sampling
  • 6. Hypothesis testing
  • 7. Analysis of variance
  • 8. Correlation and regression
  • 9. Association, log-linear analysis and canonical correlation analysis
  • 10. Factor analysis and principal component analysis
  • 11. Discriminant analysis
  • 12. Cluster analysis
  • 13. Multidimensional scaling
  • 14. Correspondence analysis
  • 15. Structural equation models
  • 16. Discrete choice models
  • 17. The end (and beyond)
  • Appendix. Fundamentals of matrix algebra and statistics.

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