Marketing Analytics: Statistical Tools for Marketing and Consumer Behavior Using SPSS

A textbook for advanced undergraduate and postgraduate students studying marketing analytics that provides a step-by-step guide to using the SPSS tool for analysis, with a specific focus on marketing and consumer behaviour research. It is fully illustrated with screenshots from SPSS and includes practical exercises and support material with two real datasets and PowerPoint slides.

\n Format: Paperback / softback
\n Length: 200 pages
\n Publication date: 02 November 2021
\n Publisher: Taylor & Francis Ltd
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This comprehensive textbook offers a step-by-step guide through eleven techniques using the widely-used SPSS tool, providing a comprehensive understanding of the steps required to perform analysis in marketing and consumer behaviour research. Designed as an introductory textbook for advanced undergraduate and postgraduate students studying marketing analytics, this subject is increasingly crucial in today's rapidly evolving business landscape.

Each technique is thoroughly illustrated with screenshots from SPSS, accompanied by practical exercises to equip students with the skills to apply statistics in marketing and consumer research. Additionally, the book includes support material such as two real datasets to demonstrate the practical applications of the techniques and PowerPoint slides offering a step-by-step guide to the analysis and commented outcomes.

By mastering these eleven techniques, students will gain a deep understanding of the statistical tools and methodologies used in marketing and consumer behaviour research, enabling them to make informed decisions based on data-driven insights. Whether you are a marketing professional seeking to enhance your analytical skills or a student embarking on a career in marketing analytics, this textbook is an invaluable resource for your academic journey.

\n Weight: 422g\n
Dimension: 173 x 245 x 20 (mm)\n
ISBN-13: 9781032052199\n \n