Taking the Fear Out of Data Analysis

Adamantios Diamantopoulos, Professor of International Marketing, Department of Marketing and International Business, University of Vienna, Bodo B. Schlegelmilch, Professor of International Marketing Management, Department of Marketing, WU Vienna, Austria and Georgios Halkias, Associate Professor of Marketing and Behavioral Research, Department of Marketing, Copenhagen Business School, Denmark

• Contents: Pre-publication reviews from around the world Introduction to Taking the Fear out of Data Analysis PART I UNDERSTANDING DATA 1. What is data (and can you do it in your sleep)? 2. Does sampling have a purpose other than providing employment for statisticians? 3. Why should you be concerned about different types of measurement? PART II PREPARING DATA FOR ANALYSIS 4. Have you cleaned your data and found the mistakes you made? 5. Why do you need to know your objective before you fail to achieve it? PART III CARRYING OUT THE ANALYSIS 6. Why not take it easy initially and describe your data? 7. Can you use few numbers in place of many to summarize your data? 8. What about using estimation to see what the population looks like? 9. How about sitting back and hypothesizing? 10. Simple things first: One variable, one sample 11. Getting experienced: Making comparisons 12. Getting adventurous: Searching for relationships 13. Getting hooked: A look into multivariate analysis 14. Getting obsessed: A further look into multivariate analysis 15 It’s all over … or is it? Index

‘Written with wry wit and incredible clarity, the authors provide the reader with a detailed understanding of seminal issues in data analysis. A masterful work that truly does “take the fear out of data analysis” – this book is a rare treat indeed.’