Statistics for Marketing and Consumer Research

Inbunden, Engelska, 2008

AvMario Mazzocchi

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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 modelling

Produktinformation

Utgivningsdatum2008-05-22
Mått170 x 242 x 28 mm
Vikt860 g
FormatInbunden
SpråkEngelska
Antal sidor432
Upplaga1
FörlagSAGE Publications
ISBN9781412911214

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Försäljning och marknadsföring inom Ekonomi och Ledarskap

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.

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)