Marketing Analytics: Statistical Tools for Marketing and Consumer Behavior Using SPSS (Mastering Business Analytics)

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Synopsis
Marketing Analytics provides guidelines in the application of statistics using IBM SPSS Statistics Software (SPSS) for students and professionals using quantitative methods in marketing and consumer behavior. With simple language and a practical, screenshot-led approach, the book presents 11 multivariate techniques and the steps required to perform analysis. Each chapter contains a brief description of the technique, followed by the possible marketing research applications. One of these applications is then used in detail to illustrate its applicability in a research context, including the needed SPSS commands and illustrations. Each chapter also includes practical exercises that require the readers to perform the technique and interpret the results, equipping students with the necessary skills to apply statistics by means of SPSS in marketing and consumer research. Finally, there is a list of articles employing the technique that can be used for further reading. This textbook provides introductory material for advanced undergraduate and postgraduate students studying marketing and consumer analytics, teaching methods along with practical software-applied training using SPSS. Support material includes two real data sets to illustrate the techniques’ applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes. Professionals are invited to use the book to select and use the appropriate analytics for their specific context.
Copyright:
2022

Book Details

Book Quality:
Publisher Quality
Book Size:
200 Pages
ISBN-13:
9781000481747
Related ISBNs:
9781032052182, 9781003196617, 9781032052199
Publisher:
Taylor and Francis
Date of Addition:
Copyrighted By:
José Marcos Carvalho de Mesquita and Erik Kostelijk, The right of José Marcos Carvalho de Mesquita and Erik Kostelijk to be identified as authors of this work has been asserted by them in accordance with sections
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Business and Finance, Mathematics and Statistics, Sociology
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.

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