| 000 | 02542nam a22002297a 4500 | ||
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| 999 |
_c4269 _d4269 |
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| 005 | 20221213134914.0 | ||
| 008 | 221213b ||||| |||| 00| 0 eng d | ||
| 020 | _a9781032052199 | ||
| 082 |
_a658.8342 _bCAR |
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| 100 |
_aCarvalho de Mesquita, Jose Marcos _99465 |
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| 245 |
_aMarketing analytics: _b statistical tools for marketing and consumer behaviour using SPSS |
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| 260 |
_bRoutledge _aNew York _c2022 |
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| 300 | _aix, 200 p. | ||
| 365 |
_aGBP _b36.99 |
||
| 504 | _aTable of Contents 1. Creating and examining databases in SPSS 2. Introduction to exploratory data analysis 3. Analysis of variance 4. Regression analysis 5. Time series analysis 6. Discriminant analysis 7. Cluster analysis 8. Exploratory factor analysis (EFA) 9. Confirmatory factor analysis (CFA) 10. Structural equation modelling (SEM) | ||
| 520 | _aMarketing Analytics provides guidelines in the application of statistics using IBM SPSS Statistics Software (SPSS) for students and professionals using quantitative methods in marketing and consumer behavior. With simple language and a practical, screenshot-led approach, the book presents 11 multivariate techniques and the steps required to perform analysis. Each chapter contains a brief description of the technique, followed by the possible marketing research applications. One of these applications is then used in detail to illustrate its applicability in a research context, including the needed SPSS commands and illustrations. Each chapter also includes practical exercises that require the readers to perform the technique and interpret the results, equipping students with the necessary skills to apply statistics by means of SPSS in marketing and consumer research. Finally, there is a list of articles employing the technique that can be used for further reading. This textbook provides introductory material for advanced undergraduate and postgraduate students studying marketing and consumer analytics, teaching methods along with practical software-applied training using SPSS. Support material includes two real data sets to illustrate the techniques’ applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes. Professionals are invited to use the book to select and use the appropriate analytics for their specific context. | ||
| 650 |
_aMarketing - Data Processing _910828 |
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| 650 |
_aMarketing - Statistical Methods _95861 |
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| 650 |
_aSPSS (Computer file) _91570 |
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| 700 |
_aKostelijk, Erik _910826 |
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| 942 |
_2ddc _cBK |
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