Statistics for Marketing and Consumer Research
- Mario Mazzocchi - University of Bologna, Italy
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:
- Data management and statistical packages
- Hypothesis testing
- Cluster analysis
- Structural equation modelling
Because it contains the material I need for teaching.
This is a very good book for current 3rd year student you are carrying out their dissertations in marketing and consumer behaviour.
Excellent text to supplement standard textbooks for marketing research courses.
A comprehensive text.
The supplementary lecture slides and SPSS examples add considerably to the level of understanding.
A very well written textbook. For students in a master program it is the right book and offers sufficient insights. As it is written in English and the course is taught in German it is adopted as a recommended book for the students.
Very important book
I recommend this book for students in courses for Media Research, specifically Media Management Research.
This adds that little bit extra information about statistics to a more general textbook on marketing and consumer research. I will use the book as a recommended source for those students who wish to progress a little further with quantitative analyses.
I recommend this book in my Marketing Research Course as well as Consumer Behaviour course. It's well written, with a good balance between statistics and marketing practice oriented knowledge. It covers practically all the fields of marketing research problems linking them with appropriate tools of analysis. My students like this book on condition that they have basic knowledge on statistics.
Certainly appreciated the exercises at the end of the Chapters, allows the students to practice the elements discussed in the text.