TY  - GEN
AU  - Mario Mazzocchi
TI  - Statistics for Marketing and Consumer Research 
SN  - 9781412911221
U1  - 658.83028 
PY  - 2008///
CY  - New Delhi
PB  -  Sage
KW  -  Business & Economics
N1  - PART I Collecting Preparing and ...1
1 Measurement Errors and Data fo...2
2 Secondary Consumer Data27
3 Primary Data Collection46
4 Data Preparation and Descripti...77
PART II Sampling Probability and...103
5 Sampling104
6 Hypothesis Testing130
7 Analysis of Variance150
PART III Relationships Among Var...171
8 Correlation and Regression172
9 Association Loglinear Analysis...196
10 Factor Analysis and Principal...218
PART IV Classification and Segme...247
11 Discriminant Analysis248
12 Cluster Analysis263
13 Multidimensional Scaling283
14 Correspondence Analysis300
PART V Further Methods in Multiv...315
15 Structural Equation Models316
16 Discrete Choice Models337
17 The End and Beyond352
APPENDIX Fundamentals of Matrix ...359
Glossary375
References387
N2  - Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each method as well as showing how they are applied.

The book is accompanied by two real data sets to replicate examples and with exercises to solve, as well as detailed guidance on the use of appropriate software including:

- 750 powerpoint slides with lecture notes and step-by-step guides to run analyses in SPSS (also includes screenshots)

- 136 multiple choice questions for tests

This is augmented by in-depth discussion of topics including:

- Sampling

- Data management and statistical packages

- Hypothesis testing

- Cluster analysis

- Structural equation modelling
ER  -