Marketing Analytics by Jos Marcos Carvalho de Mesquita, Erik... - 9781032052182

Taylor & Francis

Marketing AnalyticsStatistical Tools for Marketing and Consumer Behavior Using SPSS\nAuthor(s): Jos Marcos Carvalho de Mesquita, Erik Kostelijk\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781032052182, 978-1032052182\nSynopsis\nMarketing 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. \n\nEach 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.