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Marketing analytics = statistical tools for marketing and consumer behaviour using SPSS /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Marketing analytics/ José Marcos Carvalho de Mesquita and Erik Kostelijk.
其他題名:	statistical tools for marketing and consumer behaviour using SPSS /
作者:	Mesquita, José Marcos Carvalho de.
其他作者:	Kostelijk, Erik.
出版者:	Abingdon, Oxon ;Routledge, : 2022.,
面頁冊數:	1 online resource (ix, 200 p.) :ill.
標題:	Marketing - Statistical methods. -
電子資源:	https://www.taylorfrancis.com/books/9781003196617
ISBN:	9781003196617

Marketing analytics = statistical tools for marketing and consumer behaviour using SPSS /
Mesquita, José Marcos Carvalho de.

Marketing analyticsstatistical tools for marketing and consumer behaviour using SPSS /[electronic resource] :José Marcos Carvalho de Mesquita and Erik Kostelijk. - Abingdon, Oxon ;Routledge,2022. - 1 online resource (ix, 200 p.) :ill. - Business analytics.

"Marketing Analytics provides guidelines in the application of statistics using SPSS for students and professionals studying 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 furtherreading. 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"--

ISBN: 9781003196617Subjects--Uniform Titles:

SPSS (Computer file)
Subjects--Topical Terms:

944075
Marketing
--Statistical methods.Index Terms--Genre/Form:

542853
Electronic books.

LC Class. No.: HF5415.125 / .M473 2022eb

Dewey Class. No.: 658.8/342

Marketing analytics = statistical tools for marketing and consumer behaviour using SPSS /
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