Marketing Analytics: Statistical Tools for Marketing and Consumer Behavior Using SPSS

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 app...