Economics/Finances Statistics for Marketing and Consumer Research

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Author: Mario Mazzocchi
Publisher: Sage Publications Ltd
Publish Date: June 5, 2008
Pages: 432

Product Description

Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each methods as well as showing how they are applied. Real data sets and detailed guidance on the use of appropriate software is included along with discussion of: - Sampling - Data management an statistical packages - Hypothesis testing - Cluster analysis - Structural equation modelling Mazzocchi provides a basic understanding and knowledge of statistical procedures relevant for marketing and consumer research. He addresses most important issues for this field such as data collection; sampling, probability and inference as well as multivariate statistical methods. He demonstrates this with numerous diverse real-life situations. I like most that each chapter is introduced by 'learning outcomes' and required 'preliminary knowledge'. This is an interesting book with complex statistical procedures written in a simple, easy-to-understand way. It should appeal to all readers who want to learn the applications of these techniques; especially, to graduate/ PhD students. Overall, I highly recommend this book.

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