Name: Marketing Analytics: Statistical Tools for Marketing and Consumer Behavior Using Spss (Mastering Business Analytics) (en Inglés)
SKU: 55661633
Price: 2539.56 MXN
Availability: InStock
Author: José Marcos Carvalho De Mesquita; Erik Kostelijk
ISBN: 9781032052182

portada Marketing Analytics: Statistical Tools for Marketing and Consumer Behavior Using Spss (Mastering Business Analytics) (en Inglés)

Marketing Analytics: Statistical Tools for Marketing and Consumer Behavior Using Spss (Mastering Business Analytics) (en Inglés)

Formato

Libro Físico

Editorial

Routledge Chapman Hall

Autor

José Marcos Carvalho De Mesquita; Erik Kostelijk

Idioma

Inglés

Encuadernación

Tapa Dura

ISBN13

9781032052182

Marketing Analytics: Statistical Tools for Marketing and Consumer Behavior Using Spss (Mastering Business Analytics) (en Inglés)

José Marcos Carvalho De Mesquita; Erik Kostelijk (Autor) · Routledge Chapman Hall · Tapa Dura

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Reseña del libro "Marketing Analytics: Statistical Tools for Marketing and Consumer Behavior Using Spss (Mastering Business Analytics) (en Inglés)"

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. Finally, there is a list of articles employing the technique that 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 data sets to illustrate the techniques' applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes. Professionals are invited to use the book to select and use the appropriate analytics for their specific context.