Statistics for Marketing and Consumer Research

Mario Mazzocchi - University of Bologna, Italy

Other Titles in:
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

Report this review

Preview this book

◀▶➕➖

Sample Materials & Chapters

PDF File of Chapter One

PDF File of Chapter Five

For instructors

Please select a format:

Select a Purchasing Option

Electronic Order Options
VitalSource Amazon Kindle Google Play eBooks.com Kobo

Related Products

SAGE Knowledge is the premier social sciences platform for SAGE and CQ Press book, reference and video content.

The platform allows researchers to cross-search and seamlessly access a wide breadth of must-have SAGE book and reference content from one source.

Find out more

SAGE Research Methods is a research methods tool created to help researchers, faculty and students with their research projects. SAGE Research Methods links over 175,000 pages of SAGE’s renowned book, journal and reference content with truly advanced search and discovery tools. Researchers can explore methods concepts to help them design research projects, understand particular methods or identify a new method, conduct their research, and write up their findings. Since SAGE Research Methods focuses on methodology rather than disciplines, it can be used across the social sciences, health sciences, and more.

With SAGE Research Methods, researchers can explore their chosen method across the depth and breadth of content, expanding or refining their search as needed; read online, print, or email full-text content; utilize suggested related methods and links to related authors from SAGE Research Methods' robust library and unique features; and even share their own collections of content through Methods Lists. SAGE Research Methods contains content from over 720 books, dictionaries, encyclopedias, and handbooks, the entire “Little Green Book,” and "Little Blue Book” series, two Major Works collating a selection of journal articles, and specially commissioned videos.