Mazzocchi Statistics for Marketing and Consumer Research

1. Auflage 2011
ISBN: 978-1-4462-0401-6
Verlag: SAGE Publications
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 432 Seiten, Format (B × H): 170 mm x 242 mm

Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each method 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 analyses in SPSS (also includes screenshots)

- 136 multiple choice questions for tests

This is augmented by in-depth discussion of topics including:

- Sampling

- Data management and statistical packages

- Hypothesis testing

- Cluster analysis

- Structural equation modelling

Autoren/Hrsg.

Mazzocchi, Mario

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsmathematik und -statistik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

PART ONE: COLLECTING, PREPARING AND CHECKING THE DATA
Measurement, Errors and Data for Consumer Research
Secondary Consumer Data
Primary Data Collection
Data Preparation and Descriptive Statistics
PART TWO: SAMPLING, PROBABILITY AND INFERENCE
Sampling
Hypothesis Testing
Analysis of Variance
PART THREE: RELATIONSHIPS AMONG VARIABLES
Correlation and Regression
Association, Log-linear Analysis and Canonical Correlation Analysis
Factor Analysis and Principal Component Analysis
PART FOUR: CLASSIFICATION AND SEGMENTATION TECHNIQUES
Discriminant Analysis
Cluster Analysis
Multidimensional Scaling
Correspondence Analysis
PART FIVE: FURTHER METHODS IN MULTIVARIATE ANALYSIS
Structural Equation Models
Discrete Choice Models
The End (and Beyond)

Über Autor(innen)

Mazzocchi, Mario
Mario Mazzocchi is Associate Professor in Statistics and Economics at the Department of Statistical Sciences of the University of Bologna. He is also Visiting Research Fellow at the University of Reading, where he has previously served as a lecturer in Applied Economics and Consumer Behaviour. He is currently a consultant to FAO on nutrition policies, and has been appointed by the European Commission as a permanent member of the group of experts on the evaluation of the EU School Fruit Scheme. He is Associate Editor of the journal Food Policy. He has led research teams of the University of Bologna in four EC-funded research projects. He has published two books(Fat Economics and Statistics for Marketing and Consumer Research) and about 40 articles in international refereed papers on a variety of applied economics topics, including consumer research, policy evaluation, health economics, tourism economics, time series econometrics.

Mario Mazzocchi:
Research interests 1) Demand Analysis and Consumer Behavior: Market surveys, primary data collection, multivariate statistical analysis, habits and addiction in consumer behavior, consumer response to information, shocks and advertising, structural change, integration of economics and cognitive sciences in consumer research 2) Economic and Policy of Obesity and Nutrition: economic policies to tackle the adverse effects of obesity, modelling the nutrition-health relationship and ist economic impacts, child obesity and the role of marketing 3) Applied Econometrics: structural time series systems (time-varying parameter models), Cointegrated Vector Error Correction Models, testing for structural breaks, discrete choice and censored models, event study analysis 4) Economic policy: monitoring and evaluation of economic policies, impact of food safety regulations, cohesion and rural development.