Statistics in Market Research / Edition 1

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"The techniques of multivariate statistics offer powerful tools for use in solving recurring problems in a wide range of fields. Yet because of their statistical nature they are often out of reach for many of the people who could benefit from them. One such group is that of market researchers, and this book provides both technical and non-technical explanations of multivariate statistics in the context of their application to market research. The focus is on providing an understanding of these techniques, which are demonstrated throughout by international examples and case studies, and the benefits that can be gained from their use. An understanding of elementary statistical concepts is assumed but the emphasis is on a non-technical explanation of statistical techniques, rather than on learning statistics per se." This book will interest practising market researchers as well as students of market research and applied statistics.
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Product Details

  • ISBN-13: 9780470689370
  • Publisher: Wiley
  • Publication date: 4/5/2004
  • Edition number: 1
  • Pages: 234
  • Product dimensions: 6.10 (w) x 0.39 (h) x 9.21 (d)

Meet the Author

Dr. Chuck Chakrapani is Chief Executive Officer of Millward Brown Goldfarb and Editor of Marketing Research, published by the American Marketing Association, and Canadian Journal of Marketing Research, published by the Professional Marketing Research Society.

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Table of Contents

Illustrative Marketing Problems
Pt. 1 Introduction 1
1 Statistics and Marketing 3
Pt. 2 Interdependence Techniques 13
2 Factor Analysis 15
3 Correspondence Analysis 35
4 Cluster Analysis 59
Pt. 3 Dependence Techniques 89
5 Multiple Regression Analysis 91
6 Discriminant Analysis 111
7 Conjoint Analysis 135
Pt. 4 More Advanced Techniques 157
8 Path Analysis and Structural Equation Modelling 159
9 Data Mining Techniques 179
App.: Technical description of techniques 201
Author Index 213
Subject Index 215
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