Bringing to life the most widely used quantitative measurements and
statistical techniques in marketing, this book is packed with
user-friendly descriptions, examples and study applications.
The process of making marketing decisions is increasingly
dependent on quantitative analysis and the use of specific
statistical tools and techniques which can be tailored and adapted
to solve particular marketing problems.
Any student hoping to enter the world of management will need to
show that they understand and have mastered these techniques. This
book will help them to do this and covers the following key topics:
- Measurement sacling and reliability issues in management-
Parametric and non-parametric statistical tests- Gerneralized
Linear Modeling techniques- Data-reduction techniques- Model
selection and model checking- Recursive and non-recursive models-
Neural networks- Knowledge-based systemsThis book is ideal for
students taking upper level undergraduate classes and graduate
classes in statistics for business and management.
General
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