Marketing analytics: statistical tools for marketing and consumer behavior using SPSS

E.J. Kostelijk, Jose Marcos Carvalho de Mesquita

Research output: Book/ReportBookAcademicpeer-review

Abstract

Marketing 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.
Original languageEnglish
PublisherRoutledge
Number of pages200
ISBN (Print)978-1-032-025219-9
Publication statusPublished - 1 Nov 2021

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