- Offers a step-by-step guide through eleven techniques using the
common SPSS tool and the steps required to perform analysis =, with
a specific focus on marketing and consumer behaviour research. -
Introductory textbook for advanced undergraduate and postgraduate
students studying marketing analytics, which is a "hot" and
increasingly essential topic. - Techniques are fully illustrated by
screenshots from SPSS, alongside practical exercises to equip
students with the tools to apply statistics in marketing and
consumer research. - 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.
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