Author(s): Graeme D. Hutcheson (Author), Luiz Moutinho (Author)
Publisher: SAGE Publications Ltd
Publication Date: 12 Feb. 2008
Edition: First Edition
Language: English
Print length: 256 pages
ISBN-10: 0761970126
ISBN-13: 9780761970125
Book Description
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 frequently 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 marketing will need to show that they understand and have mastered these techniques.
A bank of downloadable data sets to compliment the tables provided in the textbook are provided free for you.
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From the Back Cover
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 frequently 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 marketing will need to show that they understand and have mastered these techniques.
A bank of downloadable data sets to compliment the tables provided in the textbook are provided free for you.
About the Author
Dr Graeme Hutcheson specialises in the application of statistical models in social science research. He has published widely in management and education, mostly with respect to the use and interpretation of generalized regression models.
Luiz Moutinhois Foundation Chair of Marketing at the Department of Management, University of Glasgow
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