Statistics in Market Research

Offering a comprehensive overview of statistics in market research

Statistics in Market Research details the various ways that statistical analyses can be applied to real-world questions that arise in the field of marketing. This overview provides those in the field with the basic information they'll need to solve marketing problems and can be applied to promotion, branding, advertising, segmenting, sales forecasting, and a host of other marketing issues. The book covers an overview of the use of statistics in marketing and then moves on to specific topics, including interdependence techniques, dependence techniques, and more advanced statistics techniques. Taken together, the reader is provided with an excellent learning tool and resource for future problem solving.

1. Statistics and marketing.

2. Factor analysis.

3. Correspondence analysis.

4. Cluster analysis.

5. Multiple regression analysis.

6. Discriminant analysis.

7. Conjoint analysis.

8. Path analysis and structural equation models.

9. Data mining.

Chuck Chakrapani is a research methodologist, educator, author, expert witness, and magazine and journal editor.