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This book aims to help students discover the main techniques of data analysis through numerous examples and application exercises. It is intended for undergraduate, graduate and doctoral students in marketing and management from business schools. It is structured around the key stages of data analysis: defining the problem, describing the data, drafting the questionnaire and choosing the sample, in order to carry out the tests appropriate to the nature of the data collected and the objectives of the study. The book includes many illustrative examples and applications on descriptive statistics, non-parametric tests, principal component analysis (PCA), factorial correspondence analysis (FCA) and multiple correspondence analysis (MCA).