Statistics for marketing and consumer research:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Los Angeles [u.a.]
Sage
2008
|
| Edition: | 1. publ. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVIII, 412 S. graph. Darst. |
| ISBN: | 1412911214 1412911222 9781412911214 9781412911221 |
Staff View
MARC
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| 245 | 1 | 0 | |a Statistics for marketing and consumer research |c Mario Mazzocchi |
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| 264 | 1 | |a Los Angeles [u.a.] |b Sage |c 2008 | |
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Record in the Search Index
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| adam_text | Contents
Preface
xii
List of Acronyms
xvii
Part I Collecting, Preparing and Checking the Data
1
1
Measurement, Errors and Data for Consumer Research
2
1.1
Measuring the world (of consumers): the problem of
measurement
3
1.2
Measurement scales and latent dimensions
6
1.3
Two sample data-sets
11
1.4
Statistical software
18
Summing up
23
Exercises
23
Further readings and web-links
25
Hints for more advanced studies
26
Notes
26
2
Secondary Consumer Data
27
2.1
Primary and secondary data
28
2.2
Secondary data sources
32
2.3
Household budget surveys
36
2.4
Household panels
40
2.5
Commercial and scan data
41
Summing up
43
Exercises
44
Further readings and web-links
45
Hints for more advanced studies
45
Notes
45
3
Primary Data Collection
46
3.1
Primary data collection: surveys errors and the research design
47
3.2
Administration methods
53
3.3
Questionnaire
58
3.4
Four types of surveys
63
Summing up
74
Exercises
75
Further readings and web-links
76
Hints for more advanced studies
76
Notes
76
viii CONTENTS
Data Preparation and Descriptive Statistics
77
4.1
Data preparation
78
4.2
Data exploration
85
4.3
Missing values and outliers detection
93
Summing up
100
Exercises
101
Further readings and web-links
102
Hints for more advanced studies
102
Notes
102
Part II Sampling, Probability and Inference
103
5
Sampling
104
5.1
To sample or not to sample
105
5.2
Probability sampling
108
5.3
Non-probability sampling
123
Summing up
125
Appendix
126
Exercises
128
Further readings and web-links
128
Hints for more advanced studies
129
Notes
129
6
Hypothesis Testing
130
6.1
Confidence intervals and the principles of hypothesis
testing
130
6.2
Test on one mean
137
6.3
Test on two means
139
6.4
Qualitative variables and non-parametric tests
142
6.5
Tests on proportions and variances
145
Summing up
146
Exercises
147
Further readings and web-links
147
Hints for more advanced studies
148
Notes
148
7
Analysis of Variance
150
7.1
Comparing more than two means: analysis of variance
151
7.2
Further testing issues in one-way ANOVA
154
7.3
Multi-way ANOVA, regression and the general linear
model (GLM)
160
7.4
Starting hints for more complex ANOVA designs
162
Summing up
167
Exercises
167
Further readings and web-links
168
Hints for more advanced studies
169
Notes
169
CONTENTS
ix
Part III Relationships Among Variables
171
8
Correlation and Regression
172
8.1
Covariance and correlation measures
173
8.2
Linear regression
179
8.3
Multiple regression
185
8.4
Stepwise regression
187
8.5
Extending the regression model
189
Summing up
193
Exercises
193
Further readings and web-links
194
Hints for more advanced studies
195
Notes
195
9
Association, Log-linear Analysis and Canonical Correlation
Analysis
196
9.1
Contingency tables and association statistics
196
9.2
Log-linear analysis
199
9.3
Canonical correlation analysis
208
Summing up
214
Exercises
215
Further readings and web-links
216
Hints for more advanced studies
216
Notes
217
10
Factor Analysis and Principal Component Analysis
218
10.1
Principles and applications of data reduction techniques
219
10.2
Factor analysis
221
10.3
Principal component analysis
229
10.4
Theory into practice
235
Summing up
244
Exercises
245
Further readings and web-links
246
Hints for more advanced studies
246
Notes
246
Part IV Classification and Segmentation Techniques
247
11
Discriminant Analysis
248
11.1
Discriminant analysis and its application to consumer and
marketing data
248
11.2
Running discriminant analysis
250
11.3
Multiple discriminant analysis
254
Summing up
260
Exercises
260
Further readings and web-links
261
Hints for more advanced studies
261
Notes
262
CONTENTS
12
Cluster Analysis
263
12.1
Cluster analysis and its application to consumer and
marketing data
263
12.2
Steps in conducting cluster analysis
265
12.3
The application of cluster analysis in
SAS
and SPSS
-
empirical
issues and solutions
271
Summing up
280
Exercises
280
Further readings and web-links
281
Hints for more advanced studies
281
Notes
282
13
Multidimensional Scaling
283
13.1
Preferences, perceptions and multidimensional scaling
283
13.2
Running multidimensional scaling
286
13.3
Multidimensional scaling and unfolding using SPSS and
SAS
292
Summing up
297
Exercises
297
Further readings and web-links
298
Hints for more advanced studies
299
Notes
299
14
Correspondence Analysis
300
14.1
Principles and applications of correspondence analysis
300
14.2
Theory and techniques of correspondence analysis
303
14.3
Running correspondence analysis
305
Summing up
311
Exercises
312
Further readings and web-links
312
Hints for more advanced studies
313
Notes
313
Part V Further Methods in Multivariate Analysis
315
15
Structural Equation Models
316
15.1
From exploration to confirmation: structural equation
models
316
15.2
Structural equation modeling: key concepts and
estimation
318
15.3
Theory at work:
SEM
and the Theory of Planned
Behavior
322
Summing up
333
Exercises
333
Further readings and web-links
335
Hints for more advanced studies
335
Notes
336
16
Discrete Choice Models
337
16.1
From linear regression to discrete choice models
337
16.2
Discrete choice models
339
CONTENTS
xi
16.3
Discrete
choice models in SPSS
342
16.4
Choice modeling and conjoint analysis
347
Summing up
349
Exercises
350
Further readings and web-links
351
Hints for more advanced studies
351
17
The End (and Beyond)
352
17.1
Conclusions
353
17.2
Data mining
353
17.3
The Bayesian comeback
354
Summing up
358
Notes
358
Appendix Fundamentals of Matrix Algebra and Statistics
359
A.I Getting to know
χ
and
y
359
A.2 First steps into statistical grounds
367
Notes
374
Glossary
375
References
387
Index
399
|
| adam_txt |
Contents
Preface
xii
List of Acronyms
xvii
Part I Collecting, Preparing and Checking the Data
1
1
Measurement, Errors and Data for Consumer Research
2
1.1
Measuring the world (of consumers): the problem of
measurement
3
1.2
Measurement scales and latent dimensions
6
1.3
Two sample data-sets
11
1.4
Statistical software
18
Summing up
23
Exercises
23
Further readings and web-links
25
Hints for more advanced studies
26
Notes
26
2
Secondary Consumer Data
27
2.1
Primary and secondary data
28
2.2
Secondary data sources
32
2.3
Household budget surveys
36
2.4
Household panels
40
2.5
Commercial and scan data
41
Summing up
43
Exercises
44
Further readings and web-links
45
Hints for more advanced studies
45
Notes
45
3
Primary Data Collection
46
3.1
Primary data collection: surveys errors and the research design
47
3.2
Administration methods
53
3.3
Questionnaire
58
3.4
Four types of surveys
63
Summing up
74
Exercises
75
Further readings and web-links
76
Hints for more advanced studies
76
Notes
76
viii CONTENTS
Data Preparation and Descriptive Statistics
77
4.1
Data preparation
78
4.2
Data exploration
85
4.3
Missing values and outliers detection
93
Summing up
100
Exercises
101
Further readings and web-links
102
Hints for more advanced studies
102
Notes
102
Part II Sampling, Probability and Inference
103
5
Sampling
104
5.1
To sample or not to sample
105
5.2
Probability sampling
108
5.3
Non-probability sampling
123
Summing up
125
Appendix
126
Exercises
128
Further readings and web-links
128
Hints for more advanced studies
129
Notes
129
6
Hypothesis Testing
130
6.1
Confidence intervals and the principles of hypothesis
testing
130
6.2
Test on one mean
137
6.3
Test on two means
139
6.4
Qualitative variables and non-parametric tests
142
6.5
Tests on proportions and variances
145
Summing up
146
Exercises
147
Further readings and web-links
147
Hints for more advanced studies
148
Notes
148
7
Analysis of Variance
150
7.1
Comparing more than two means: analysis of variance
151
7.2
Further testing issues in one-way ANOVA
154
7.3
Multi-way ANOVA, regression and the general linear
model (GLM)
160
7.4
Starting hints for more complex ANOVA designs
162
Summing up
167
Exercises
167
Further readings and web-links
168
Hints for more advanced studies
169
Notes
169
CONTENTS
ix
Part III Relationships Among Variables
171
8
Correlation and Regression
172
8.1
Covariance and correlation measures
173
8.2
Linear regression
179
8.3
Multiple regression
185
8.4
Stepwise regression
187
8.5
Extending the regression model
189
Summing up
193
Exercises
193
Further readings and web-links
194
Hints for more advanced studies
195
Notes
195
9
Association, Log-linear Analysis and Canonical Correlation
Analysis
196
9.1
Contingency tables and association statistics
196
9.2
Log-linear analysis
199
9.3
Canonical correlation analysis
208
Summing up
214
Exercises
215
Further readings and web-links
216
Hints for more advanced studies
216
Notes
217
10
Factor Analysis and Principal Component Analysis
218
10.1
Principles and applications of data reduction techniques
219
10.2
Factor analysis
221
10.3
Principal component analysis
229
10.4
Theory into practice
235
Summing up
244
Exercises
245
Further readings and web-links
246
Hints for more advanced studies
246
Notes
246
Part IV Classification and Segmentation Techniques
247
11
Discriminant Analysis
248
11.1
Discriminant analysis and its application to consumer and
marketing data
248
11.2
Running discriminant analysis
250
11.3
Multiple discriminant analysis
254
Summing up
260
Exercises
260
Further readings and web-links
261
Hints for more advanced studies
261
Notes
262
CONTENTS
12
Cluster Analysis
263
12.1
Cluster analysis and its application to consumer and
marketing data
263
12.2
Steps in conducting cluster analysis
265
12.3
The application of cluster analysis in
SAS
and SPSS
-
empirical
issues and solutions
271
Summing up
280
Exercises
280
Further readings and web-links
281
Hints for more advanced studies
281
Notes
282
13
Multidimensional Scaling
283
13.1
Preferences, perceptions and multidimensional scaling
283
13.2
Running multidimensional scaling
286
13.3
Multidimensional scaling and unfolding using SPSS and
SAS
292
Summing up
297
Exercises
297
Further readings and web-links
298
Hints for more advanced studies
299
Notes
299
14
Correspondence Analysis
300
14.1
Principles and applications of correspondence analysis
300
14.2
Theory and techniques of correspondence analysis
303
14.3
Running correspondence analysis
305
Summing up
311
Exercises
312
Further readings and web-links
312
Hints for more advanced studies
313
Notes
313
Part V Further Methods in Multivariate Analysis
315
15
Structural Equation Models
316
15.1
From exploration to confirmation: structural equation
models
316
15.2
Structural equation modeling: key concepts and
estimation
318
15.3
Theory at work:
SEM
and the Theory of Planned
Behavior
322
Summing up
333
Exercises
333
Further readings and web-links
335
Hints for more advanced studies
335
Notes
336
16
Discrete Choice Models
337
16.1
From linear regression to discrete choice models
337
16.2
Discrete choice models
339
CONTENTS
xi
16.3
Discrete
choice models in SPSS
342
16.4
Choice modeling and conjoint analysis
347
Summing up
349
Exercises
350
Further readings and web-links
351
Hints for more advanced studies
351
17
The End (and Beyond)
352
17.1
Conclusions
353
17.2
Data mining
353
17.3
The Bayesian comeback
354
Summing up
358
Notes
358
Appendix Fundamentals of Matrix Algebra and Statistics
359
A.I Getting to know
χ
and
y
359
A.2 First steps into statistical grounds
367
Notes
374
Glossary
375
References
387
Index
399 |
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| id | DE-604.BV035022061 |
| illustrated | Illustrated |
| index_date | 2024-07-02T21:46:41Z |
| indexdate | 2024-07-09T21:20:24Z |
| institution | BVB |
| isbn | 1412911214 1412911222 9781412911214 9781412911221 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016691167 |
| oclc_num | 181069248 |
| open_access_boolean | |
| owner | DE-355 DE-BY-UBR DE-945 DE-M49 DE-BY-TUM DE-91 DE-BY-TUM DE-188 |
| owner_facet | DE-355 DE-BY-UBR DE-945 DE-M49 DE-BY-TUM DE-91 DE-BY-TUM DE-188 |
| physical | XVIII, 412 S. graph. Darst. |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Sage |
| record_format | marc |
| spelling | Mazzocchi, Mario Verfasser aut Statistics for marketing and consumer research Mario Mazzocchi 1. publ. Los Angeles [u.a.] Sage 2008 XVIII, 412 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing research / Statistical methods Consumers / Research / Statistical methods Marketingforschung (DE-588)4200055-5 gnd rswk-swf Statistik (DE-588)4056995-0 gnd rswk-swf Verbraucherforschung (DE-588)4187567-9 gnd rswk-swf Verbraucherforschung (DE-588)4187567-9 s Marketingforschung (DE-588)4200055-5 s Statistik (DE-588)4056995-0 s DE-604 Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016691167&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Mazzocchi, Mario Statistics for marketing and consumer research Marketing research / Statistical methods Consumers / Research / Statistical methods Marketingforschung (DE-588)4200055-5 gnd Statistik (DE-588)4056995-0 gnd Verbraucherforschung (DE-588)4187567-9 gnd |
| subject_GND | (DE-588)4200055-5 (DE-588)4056995-0 (DE-588)4187567-9 |
| title | Statistics for marketing and consumer research |
| title_auth | Statistics for marketing and consumer research |
| title_exact_search | Statistics for marketing and consumer research |
| title_exact_search_txtP | Statistics for marketing and consumer research |
| title_full | Statistics for marketing and consumer research Mario Mazzocchi |
| title_fullStr | Statistics for marketing and consumer research Mario Mazzocchi |
| title_full_unstemmed | Statistics for marketing and consumer research Mario Mazzocchi |
| title_short | Statistics for marketing and consumer research |
| title_sort | statistics for marketing and consumer research |
| topic | Marketing research / Statistical methods Consumers / Research / Statistical methods Marketingforschung (DE-588)4200055-5 gnd Statistik (DE-588)4056995-0 gnd Verbraucherforschung (DE-588)4187567-9 gnd |
| topic_facet | Marketing research / Statistical methods Consumers / Research / Statistical methods Marketingforschung Statistik Verbraucherforschung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016691167&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT mazzocchimario statisticsformarketingandconsumerresearch |