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.
