Marketing analytics : statistical tools for marketing and consumer behaviour using SPSS / José Marcos Carvalho de Mesquita and Erik Kostelijk.

By:

Mesquita, José Marcos Carvalho de [author.]

Contributor(s):

Kostelijk, Erik [author.]

Material type: Text

TextLanguage: English Series: Business analyticsPublisher: Abingdon, Oxon ; New York, NY : Routledge, 2022Description: 210 pages ISBN:

9781032052199
9781032052182

Subject(s):

DDC classification:

658.8/342 23

LOC classification:

HF5415.125 .M473 2022

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)

Summary: "Marketing Analytics provides guidelines in the application of statistics using SPSS for students and professionals studying quantitative methods in Marketing and Consumer Behaviour. With simple language and a practical, screenshot-led approach, the book presents eleven 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, which 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, which 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 datasets to illustrate the techniques' applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes"-- Provided by publisher.

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	TBS Barcelona	HF5415.125 MES (Browse shelf(Opens below))	Available		B02320

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Previous	HF5415.123 FIL Business to business marketing	HF5415.123 MAS Innovation in branding and advertising communication	HF5415.125 FLO Data storytelling in marketing : how to tell persuasive stories through data	HF5415.125 MES Marketing analytics : statistical tools for marketing and consumer behaviour using SPSS	HF5415.1255 AAK Construir marcas poderosas	HF5415.1255 AIR Identity designed : the process	HF5415.1255 AMB Packaging the brand : the relationship between packaging design and brand identity	Next

Includes bibliographical references and index.

"Marketing Analytics provides guidelines in the application of statistics using SPSS for students and professionals studying quantitative methods in Marketing and Consumer Behaviour. With simple language and a practical, screenshot-led approach, the book presents eleven 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, which 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, which 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 datasets to illustrate the techniques' applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes"-- Provided by publisher.