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Statistics for Marketing and Consumer Research
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Statistics for Marketing and Consumer Research

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Marketing Research

May 2008 | 432 pages | SAGE Publications Ltd

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

 
PART ONE: COLLECTING, PREPARING AND CHECKING THE DATA
 
Measurement, Errors and Data for Consumer Research
 
Secondary Consumer Data
 
Primary Data Collection
 
Data Preparation and Descriptive Statistics
 
PART TWO: SAMPLING, PROBABILITY AND INFERENCE
 
Sampling
 
Hypothesis Testing
 
Analysis of Variance
 
PART THREE: RELATIONSHIPS AMONG VARIABLES
 
Correlation and Regression
 
Association, Log-linear Analysis and Canonical Correlation Analysis
 
Factor Analysis and Principal Component Analysis
 
PART FOUR: CLASSIFICATION AND SEGMENTATION TECHNIQUES
 
Discriminant Analysis
 
Cluster Analysis
 
Multidimensional Scaling
 
Correspondence Analysis
 
PART FIVE: FURTHER METHODS IN MULTIVARIATE ANALYSIS
 
Structural Equation Models
 
Discrete Choice Models
 
The End (and Beyond)

A very useful book for exersices.

Dr Marusya Smokova
Economics , D. A. Tsenov Academy of Economics
September 29, 2009
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