00000nam a22000008i 4500 UP-1685675941131451975 Buklod 20231113141845.0 m |o d | ta 231011s2022 enk b 001 0 eng 781032052199 (paperback) 22100498 DAIT rda DLC eng HF 5415.125 M47 2022 Mesquita, José Marcos Carvalho de author. Marketing analytics statistical tools for marketing and consumer behaviour using SPSS José Marcos Carvalho de Mesquita and Erik Kostelijk. bingdon, Oxon New York, NY Routledge 2022. ix, 200 pages 25 cm text rdacontent unmediated rdamedia volume nc rdacarrier Business analytics 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. Marketing Data processing. Marketing Statistical methods. author. Kostelijk, Erik. FO UPD DAIT HF 5415.125 M47 2022 Book