000			02220cam a22002658i 4500
003			JGU
005			20220622164429.0
008			210624s2022 enk b 001 0 eng
020			_a9781032052199 _qpbk.
035			_aJGU
040			_beng
041			_aeng
100	1		_aMesquita, Jose Marcos Carvalho de, _9848847 _eauthor
245	1	0	_aMarketing analytics : _bstatistical tools for marketing and consumer behaviour using SPSS / _cJose Marcos Carvalho de Mesquita and Erik Kostelijk.
260			_aNew York : _bRoutledge, _c2022.
490	0		_aBusiness analytics.
520			_a"Marketing Analytics provides guidelines in the application of statistics using SPSS for students and professionals studying quantitative methods in Marketing and Consumer Behaviour. With simple language and a practical, screenshot-led approach, the book presents eleven 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 applications is then used in detail to illustrate its applicability in a research context, including the needed SPSS commands and illustrations. Each chapter also includes practical exercises, which require the readers to perform the technique and interpret the results, equipping students with the necessary skills to apply statistics, by means of SPSS, in marketing and consumer research. Finally, there is a list of articles employing the technique, which can be used for further reading. This textbook provides introductory material for advanced undergraduate and postgraduate students studying marketing and consumer analytics, teaching methods along with practical software-applied training using SPSS. Support material includes two real datasets to illustrate the techniques' applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes"--
630	0	0	_aSPSS (Computer file) _933822
650		0	_aMarketing _xStatistical methods. _9191412
650		0	_aMarketing _xData processing. _933738
700	1		_aKostelijk, Erik, _eauthor _9848848
999			_c2517212 _d2517212