Mazzocchi M. Statistics for Marketing and Consumer Research

Sage Publications Ltd., 2010. — 432 p. — ISBN: 1412911214, 9781412911214Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each methods 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 analyzes in SPSS (also includes screenshots)
136 multiple choice questions for testsReal data sets and detailed guidance on the use of appropriate software is included along with discussion of:
Sampling
Data management an statistical packages
Hypothesis testing
Cluster analysis
Structural equation modeling