Marketing Research with SAS Enterprise Guide  book cover
1st Edition

Marketing Research with SAS Enterprise Guide

ISBN 9781409426769
Published November 28, 2011 by Routledge
320 Pages

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Book Description

Many marketing researchers, companies and business schools need to use statistical procedures and accurately interpret the result, that's why the SAS® Enterprise Guide software, which uses a user-friendly drag-and-drop menu to extract statistical information, is so popular. Marketing Research with SAS Enterprise Guide includes 236 screen shots to provide a detailed explanation of the SAS® Enterprise Guide software. Based on a step-by-step approach and real managerial situations, it guides the reader to an understanding of the use of statistical methods. It demonstrates ways of extracting information, collating it to provide reliable knowledge, and how to use these insights to solve day-to-day business and research problems. SAS ® offers a stand-alone marketing research tool by means of the SAS® OnDemand Enterprise Guide solution for academics and business professionals. This straightforward, pragmatic reference manual will help: -

Table of Contents

Contents: Foreword; Preface; Getting started with SAS enterprise guide; Descriptive analysis; Exploratory factor analysis; Cluster analysis; Hypothesis testing; Correlations; Regression analysis; Discriminant analysis; Index.

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Kristof Coussement is Professor of Marketing at IÉSEG School of Management, France. He has published in international peer-reviewed journals and his main research interests are all aspects in Customer Intelligence, B2B Intelligence, Direct marketing and analytical CRM. Improving his 'practical' experience over the years by doing several real-life research projects in a different number of industries as research associate of a Brussels-based company, he mainly focuses on profound academic research with a high-added value to business. Professor Coussement is founder and committee member of BAQMaR, the largest European Association for Quantitative & Qualitative Marketing Research. Nathalie Demoulin is Professor of Marketing at IESEG School of Management, France. She is currently researching topics in loyalty, waiting time and sensorial marketing in service and retailing sectors. She has published in French and international peer-reviewed journals. Karine Charry is Professor at IÉSEG School of Management, France. Her research focuses on consumer behaviour as well as persuasion mechanisms in marketing and health prevention communications. Her ten-year experience in marketing departments of a diversity of companies and sectors in B-to-B and B-to-C contributes to the pragmatic approach of her publications and teaching.