1st Edition

Marketing Analytics
Statistical Tools for Marketing and Consumer Behaviour using SPSS




  • Available for pre-order. Item will ship after November 19, 2021
ISBN 9781032052199
November 19, 2021 Forthcoming by Routledge
240 Pages 163 B/W Illustrations

USD $49.95

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Book Description

Marketing Analytics provides guidelines in the application of statistics using SPSS for students and professionals using quantitative methods in Marketing and Consumer Behaviour. With simple language and a practical, screenshot-led approach, the book presents eleven 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, which 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, which 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 datasets 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.

Table of Contents

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)

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Author(s)

Biography

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.