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Statistics for Marketing and Consumer Research

by Mario Mazzocchi SAGE Publications Ltd
Pub Date:
Pbk 432 pages
AU$112.00 NZ$115.65
Product Status: Out of stock. Not available to order.
& Academics:
Available as eBook
AU$89.00 | NZ$101.39

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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. Real data sets and detailed guidance on the use of appropriate software is included along with discussion of: sampling; data management and statistical packages; hypothesis testing; cluster analysis; and structural equation modelling.

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:

- 750 powerpoint slides with lecture notes and step-by-step guides to run
analyses in SPSS (also includes screenshots)
- 136 multiple choice questions for tests

This is augmented by in-depth discussion of topics including:
- Sampling
- Data management and statistical packages
- Hypothesis testing
- Cluster analysis
- Structural equation modelling

PART ONE: COLLECTING, PREPARING AND CHECKING THE DATA Measurement, Errors and Data for Consumer Research Secondary Consumer Data Primary Data Collection Data Preparation and Descriptive Statistics PART TWO: SAMPLING, PROBABILITY AND INFERENCE Sampling Hypothesis Testing Analysis of Variance PART THREE: RELATIONSHIPS AMONG VARIABLES Correlation and Regression Association, Log-linear Analysis and Canonical Correlation Analysis Factor Analysis and Principal Component Analysis PART FOUR: CLASSIFICATION AND SEGMENTATION TECHNIQUES Discriminant Analysis Cluster Analysis Multidimensional Scaling Correspondence Analysis PART FIVE: FURTHER METHODS IN MULTIVARIATE ANALYSIS Structural Equation Models Discrete Choice Models The End (and Beyond)

Research interests 1) Demand Analysis and Consumer Behavior: Market surveys, primary data collection, multivariate statistical analysis, habits and addiction in consumer behavior, consumer response to information, shocks and advertising, structural change, integration of economics and cognitive sciences in consumer research 2) Economic and Policy of Obesity and Nutrition: economic policies to tackle the adverse effects of obesity, modelling the nutrition-health relationship and its economic impacts, child obesity and the role of marketing 3) Applied Econometrics: structural time series systems (time-varying parameter models), Cointegrated Vector Error Correction Models, testing for structural breaks, discrete choice and censored models, event study analysis 4) Economic policy: monitoring and evaluation of economic policies, impact of food safety regulations, cohesion and rural development