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An Introduction to Quantitative Research Methods for Marketing: Tools and Techniques Using SPSS and R
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This introductory text covers the foundational concepts and statistical applications of quantitative research techniques using SPSS and R.
Using step-by-step examples throughout, the book is broken down into six core sections: Part 1 covers an introduction to quantitative research methods and how to get started with SPSS and R; Part 2 covers basic concepts in measurement, data descriptions, and distributions; Part 3 discusses hypothesis testing, and basic statistical tests; Part 4 covers reg...