ebook9781473903524d4325

Description

Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each method as well as showing how they are applied.   The book is accompanied by two real data sets to replicate examples and with exercises to solve, as well as detailed guidance on the use of appropriate software including:   Р750 powerpoint slides with lecture notes and step-by-step guides to run analyses in SPSS (also includes screenshots) Р136 multiple choice questions for tests   This is augmented by in-depth discussion of topics including:   РSampling РData management and statistical packages РHypothesis testing РCluster analysis РStructural equation modelling