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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
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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

 
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)

Because it contains the material I need for teaching.

Dr Luca Panzone
Sch of Agriculture,Food and Rural Dev., Newcastle University
July 21, 2015
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This is a very good book for current 3rd year student you are carrying out their dissertations in marketing and consumer behaviour.

Mrs Kacy Mackreth
Carnegie Faculty School of Sport, Leeds Metropolitan University
February 6, 2014
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Excellent text to supplement standard textbooks for marketing research courses.

Mr JOSEPH CROUSE
Economics Dept, University of Nevada - Reno
April 7, 2013
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A comprehensive text.
The supplementary lecture slides and SPSS examples add considerably to the level of understanding.

Mr Tony Butterworth
Lord Ashcroft International Business School, Anglia Ruskin University
December 21, 2012
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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.

Mr Simon Brach
Marketing, Friedrich Schiller University of Jena
November 28, 2012
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Very important book

Dr Ibrahim Alsahouly
Business Administration , Misr International University
October 31, 2012
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I recommend this book for students in courses for Media Research, specifically Media Management Research.

Ms Johanna Mavhungu
School of Journalism and Media Studies, Rhodes University
October 15, 2012
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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.

Professor Paul Hackett
Marketing Communication Dept, Emerson College
August 31, 2012
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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.

Dr Pawel Kowalski
International Marketing & Distribution, University of Lodz
November 8, 2011
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Certainly appreciated the exercises at the end of the Chapters, allows the students to practice the elements discussed in the text.

Mr Andy Hayward
Law , University of Wales Institute, Cardiff
December 12, 2009
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ISBN: 9781412911221
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