Statistics for Marketing and Consumer Research

Statistics for Marketing and Consumer Research

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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 modellingBOX l .3 Conta#39;d Variable Description Variable Description c62l l4 Private optical services c733l l Air iares (within UK) c622l l ... and a€” headphones etc. spare parts c9l l 2l Television set purchase c72l l4 Anti-ireeze, battery water, c9l l 22 Satellite dish purchase cleaning materials c9l l 23 Satellite dish installation c72l l5 Bicycle accessories, repairs and c9l l 24 Video recorder purchase other costs c9l l 25anbsp;...

Title:Statistics for Marketing and Consumer Research
Author: Mario Mazzocchi
Publisher:SAGE - 2008-05-22

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