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Managerial applications of multivariate analysis in marketing

By: Contributor(s): Material type: TextTextPublication details: Chicago American Marketing Association 2002Description: xix, 395 pISBN:
  • 9780877573012
Subject(s): DDC classification:
  • 658.8
Summary: Multivariate statistical analysis techniques are now an integral part of most large-scale strategic market studies, so marketing practitioners must learn what these techniques can do and how to apply them. However, most marketers have little or no formal training in complex analytical methods, and many have neither the time nor the interest in acquiring this knowledge. If you are one of them, this book is for you. Managerial Applications of Multivariate Analysis in Marketing is written for marketing research practitioners-even those who donÂ't have time to read it cover to cover. Each chapter is as self-contained as possible so that researchers and decision makers can more quickly understand the fundamentals of any one statistical technique. It is a reference book, not a textbook, so it does not focus on the statistical techniques themselves and leave you to wonder how they apply to marketing. Most of the calculations in this book can be done by a personal computer, so the authors only cover the math you need while focusing on the marketing implications.
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Books Vikram Sarabhai Library Rack 39-B / Slot 2245 (2nd Floor, East Wing) General Stacks 658.8 M9M21 (Browse shelf(Opens below)) Available 158195

Multivariate statistical analysis techniques are now an integral part of most large-scale strategic market studies, so marketing practitioners must learn what these techniques can do and how to apply them. However, most marketers have little or no formal training in complex analytical methods, and many have neither the time nor the interest in acquiring this knowledge. If you are one of them, this book is for you. Managerial Applications of Multivariate Analysis in Marketing is written for marketing research practitioners-even those who donÂ't have time to read it cover to cover. Each chapter is as self-contained as possible so that researchers and decision makers can more quickly understand the fundamentals of any one statistical technique. It is a reference book, not a textbook, so it does not focus on the statistical techniques themselves and leave you to wonder how they apply to marketing. Most of the calculations in this book can be done by a personal computer, so the authors only cover the math you need while focusing on the marketing implications.

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