Data Analysis in Marketing: A practical guide for beginners and advanced users

Data Analysis in Marketing, Guide for students and specialists, covers the fundamental elements of data analysis with many marketing-specific applications using IBM SPSS Statistics, and Microsoft Excel.
The book has a profound applicative feeling as it was built around marketing specialists’ needs and focused on applicable knowledge. The statistical theory and philosophy are limited to the critical elements required to understand the analysis procedures to achieve this.
For each analysis method in part, the author presents the required theoretical support in an easy to read manner, focuses on the method’s requirements, the way its results can be interpreted, and how to compute it using the above-mentioned software applications.
The reader experience is enhanced by the availability for download of all digital materials on the author’s website (charts, pictures, databases, outputs) plus a set of video tutorials covering all work procedures described in the book’s pages.