Marketing Analytics provides guidelines in the application of statistics using SPSS for students and professionals using quantitative methods in Marketing and Consumer Behaviour.
Marketing Analytics provides guidelines in the application of statistics using SPSS for students and professionals using quantitative methods in Marketing and Consumer Behaviour.
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.
Inhaltsangabe
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)
