Marketing Analytics Statistical Tools for Marketing and Consumer Behavior Using SPSS Mastering Business Analytics Series
Auteurs : Carvalho de Mesquita José Marcos, Kostelijk Erik
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.
1. Creating and examining databases in SPSS 2. Introduction to exploratory data analysis 3. Analysis of variance 4. Regression analysis 5. Time series analysis 6. Discriminant analysis 7. Cluster analysis 8. Exploratory factor analysis (EFA) 9. Confirmatory factor analysis (CFA) 10. Structural equation modelling (SEM)
José Marcos Carvalho de Mesquita is Professor of Marketing at FUMEC University, Brazil, and visiting researcher at University of Connecticut, USA.
Erik Kostelijk is Associate Professor of Marketing at the Amsterdam School of International Business of the University of Applied Sciences in Amsterdam, the Netherlands.
Date de parution : 11-2021
17.4x24.6 cm
Disponible chez l'éditeur (délai d'approvisionnement : 14 jours).
Prix indicatif 160,25 €
Ajouter au panierDate de parution : 11-2021
17.4x24.6 cm
Thèmes de Marketing Analytics :
Mots-clés :
IBM SPSS Statistics Software; marketing; SPSS Spreadsheet; analytics; Data Set; spss; Repurchase Intention; consumer; AMOS Output; behaviour; ANOVA Table; behavior; Parsimony Indices; Measurement Model Reliability; Latent Variables; Model Fit; Increase Model Fit; Incremental Fit Indices; Univariate Normality; SPSS Command; EFA; Discriminant Analysis; Exploratory Data Analysis; Missing Data; Multiple Discriminant Analysis; Exponential Smoothing; SPSS File; Categorical Independent Variable; Structural Equation Modeling; Standardized Factor Loadings; Customer Defection