Statistics for Marketing and Consumer Research

Statistics for Marketing and Consumer Research

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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 modellingThe Tukeya#39;s test, (also known as the honestly significant difference or HSD test) can be used when samples are of equal size, but ... Stepwise procedures are often employed (see Welsch, 1977), where a standard ANOVA test is performed on all treatments; if the ... SPSS (see box 7.2) and SAS provide a complete toolbox.

Title:Statistics for Marketing and Consumer Research
Author:Mario Mazzocchi
Publisher:SAGE - 2008-05-22


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