| 000 | 02371nam a22002297a 4500 | ||
|---|---|---|---|
| 005 | 20240209183728.0 | ||
| 008 | 240209b |||||||| |||| 00| 0 eng d | ||
| 020 | _a9781032052199 | ||
| 082 |
_a658.8342 _bMES |
||
| 100 |
_aMesquita, Jose Marcos Carvalho de _915531 |
||
| 245 |
_aMarketing analytics: _bstatistical tools for marketing and consumer behavior using SPSS |
||
| 260 |
_bRoutledge _aOxan _c2022 |
||
| 300 | _aix, 200 p. | ||
| 365 |
_aGBP _b39.99 |
||
| 520 | _aMarketing 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. (https://www.routledge.com/Marketing-Analytics-Statistical-Tools-for-Marketing-and-Consumer-Behavior/Carvalho-de-Mesquita-Kostelijk/p/book/9781032052199) | ||
| 650 |
_aMarketing--Statistical methods _915487 |
||
| 650 |
_aMarketing--Data processing _915532 |
||
| 650 |
_aSPSS (Computer file) _915533 |
||
| 650 |
_aBusiness analytics _915534 |
||
| 700 |
_aKostelijk, Erik _915535 |
||
| 942 |
_cBK _2ddc |
||
| 999 |
_c5898 _d5898 |
||