Author: Chris Chapman
Publisher: Springer
ISBN: 9783319144351
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
This book is a complete introduction to the power of R for marketing research practitioners. The text describes statistical models from a conceptual point of view with a minimal amount of mathematics, presuming only an introductory knowledge of statistics. Hands-on chapters accelerate the learning curve by asking readers to interact with R from the beginning. Core topics include the R language, basic statistics, linear modeling, and data visualization, which is presented throughout as an integral part of analysis. Later chapters cover more advanced topics yet are intended to be approachable for all analysts. These sections examine logistic regression, customer segmentation, hierarchical linear modeling, market basket analysis, structural equation modeling, and conjoint analysis in R. The text uniquely presents Bayesian models with a minimally complex approach, demonstrating and explaining Bayesian methods alongside traditional analyses for analysis of variance, linear models, and metric and choice-based conjoint analysis. With its emphasis on data visualization, model assessment, and development of statistical intuition, this book provides guidance for any analyst looking to develop or improve skills in R for marketing applications.
Author: Jason S. Schwarz
Publisher: Springer Nature
ISBN: 3030497208
Category : Computers
Languages : en
Pages : 273
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Book Description
This book provides an introduction to quantitative marketing with Python. The book presents a hands-on approach to using Python for real marketing questions, organized by key topic areas. Following the Python scientific computing movement toward reproducible research, the book presents all analyses in Colab notebooks, which integrate code, figures, tables, and annotation in a single file. The code notebooks for each chapter may be copied, adapted, and reused in one's own analyses. The book also introduces the usage of machine learning predictive models using the Python sklearn package in the context of marketing research. This book is designed for three groups of readers: experienced marketing researchers who wish to learn to program in Python, coming from tools and languages such as R, SAS, or SPSS; analysts or students who already program in Python and wish to learn about marketing applications; and undergraduate or graduate marketing students with little or no programming background. It presumes only an introductory level of familiarity with formal statistics and contains a minimum of mathematics.
Author: Donald R. Lehmann
Publisher: McGraw-Hill/Irwin
ISBN:
Category : Business & Economics
Languages : en
Pages : 904
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Book Description
Author: Natalie Mizik
Publisher: Edward Elgar Publishing
ISBN: 1784716758
Category : Business & Economics
Languages : en
Pages : 713
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Book Description
Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.
Author: A Ohri
Publisher: Springer Science & Business Media
ISBN: 1461443423
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
This book examines common tasks performed by business analysts and helps the reader navigate the wealth of information in R and its 4000 packages to create useful analytics applications. Includes interviews with corporate users of R, and easy-to-use examples.
Author: Carl McDaniel
Publisher: Wiley
ISBN: 9780471427803
Category :
Languages : en
Pages : 768
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Book Description
You will notice a new name for this popular, well-respected text, formerly known as Contemporary Marketing Research. Marketing Research: The Impact of the Internet reflects the dramatic changes impacting the way marketing research is conducted in the new millennium. As with previous editions, Marketing Research: The Impact of the Internet, continues its unique, user-of-research approach. Realizing that most students won't decide to become marketing researchers, the authors focus on teaching students how to properly analyze and implement marketing research data. The Impact of the Internet As a result, this new edition actively integrates technology in student exercises, activities, and special feature boxes, in conjunction with a dynamic web site providing valuable teaching and learning resources, http://mcdaniel.swcollege.com. New to this Edition Comprehensive Coverage: Comprehensive Internet based marketing research coverage has been added to the new edition. This feature provides balanced insight into this critically important aspect of marketing research. WeSurveyor CD-ROM: Our exclusive partnership with Web-Surveyor, www.websurveyor.com, ensures student familiarization with the basics of Internet based surveys. Packaged free with each new text, this CD greatly enhances student learning by providing sample surveys, response scales, question libraries, and survey results that correspond to specific case studies and end-of-chapter exercises. Instructors gain complimentary access to the professional version of WebSurveyor for consulting and research purposes. Two New Cases: Comprehensive cases on Lufthansa Airlines and Discover Card have been added to this new edition, while the Heritage restaurant case has been moved to the web site.
Author: Scot R Wheeler
Publisher: World Scientific
ISBN: 9814678430
Category : Business & Economics
Languages : en
Pages : 281
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Book Description
In a world with a seemingly infinite amount of content and scores of methods for consuming that content, marketing communication today is about appealing to individuals, person by person. Effectively appealing to customers requires delivery of brand experiences built on relevance and recognition of context. Just as in any conversation, delivering relevance in context requires understanding the person one is speaking with and shared environment.Wheeler answers the biggest question facing digital marketers today: 'with an ever expanding array of digital touch points at one's disposal, how does one deliver content and experiences around one's brand that build relationships and drives results?' The quick answer to this is 'through the application of data and analytics to drive highly relevant, contextual targeted content and adaptive experience', but since this answer is not as easy to achieve as it is to say, Architecting Experience has been designed to help readers develop the understanding of marketing data, technology and analytics required to make this happen.
Author: Thomas W. Miller
Publisher: FT Press
ISBN: 0133887340
Category : Business & Economics
Languages : en
Pages : 812
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Book Description
Now, a leader of Northwestern University's prestigious analytics program presents a fully-integrated treatment of both the business and academic elements of marketing applications in predictive analytics. Writing for both managers and students, Thomas W. Miller explains essential concepts, principles, and theory in the context of real-world applications. Building on Miller's pioneering program, Marketing Data Science thoroughly addresses segmentation, target marketing, brand and product positioning, new product development, choice modeling, recommender systems, pricing research, retail site selection, demand estimation, sales forecasting, customer retention, and lifetime value analysis. Starting where Miller's widely-praised Modeling Techniques in Predictive Analytics left off, he integrates crucial information and insights that were previously segregated in texts on web analytics, network science, information technology, and programming. Coverage includes: The role of analytics in delivering effective messages on the web Understanding the web by understanding its hidden structures Being recognized on the web – and watching your own competitors Visualizing networks and understanding communities within them Measuring sentiment and making recommendations Leveraging key data science methods: databases/data preparation, classical/Bayesian statistics, regression/classification, machine learning, and text analytics Six complete case studies address exceptionally relevant issues such as: separating legitimate email from spam; identifying legally-relevant information for lawsuit discovery; gleaning insights from anonymous web surfing data, and more. This text's extensive set of web and network problems draw on rich public-domain data sources; many are accompanied by solutions in Python and/or R. Marketing Data Science will be an invaluable resource for all students, faculty, and professional marketers who want to use business analytics to improve marketing performance.
Author: Kenneth E. Clow
Publisher: SAGE
ISBN: 1412991307
Category : Business & Economics
Languages : en
Pages : 521
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Book Description
Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing research and showing students how to apply marketing research results. This text focuses on understanding and interpreting marketing research studies. Focusing on the 'how-to' and 'so what' of marketing research helps students understand the value of marketing research and how they can put marketing research into practice. There is a strong emphasis on how to use marketing research to make better management decisions. The unique feature set integrates data analysis, interpretation, application, and decision-making throughout the entire text. The text opens with a discussion of the role of marketing research, along with a breakdown of the marketing research process. The text then moves into a section discussing types of marketing research, including secondary resources, qualitative research, observation research, and survey research. Newer methods (e.g. using blogs or Twitter feeds as secondary resources and using online focus groups) are discussed as extensions of traditional methods such. The third section discusses sampling procedures, measurement methods, marketing scales, and questionnaires. Finally, a section on analyzing and reporting marketing research focuses on the fundamental data analysis skills that students will use in their marketing careers. Features of this text include: - Chapter Openers describe the results of a research study that apply to the topics being presented in that chapter. These are taken from a variety of industries, with a greater emphasis on social media and the Internet. - A Global Concerns section appears in each chapter, helping prepare students to conduct market research on an international scale.This text emphasizes the presentation of research results and uses graphs, tables, and figures extensively. - A Statistics Review section emphasizes the practical interpretation and application of statistical principles being reviewed in each chapter. - Dealing with Data sections in each chapter provide students with opportunities to practice interpreting data and applying results to marketing decisions. Multiple SPSS data sets and step-by-step instructions are available on the companion site to use with this feature. - Each Chapter Summary is tied to the chapter-opening Learning Objectives. - A Continuing Case Study follows a group of students through the research process. It shows potential trade-offs, difficulties and flaws that often occur during the implementation of research project. Accompanying case questions can be used for class discussion, in-class group work, or individual assignments. - End-of-Chapter Critical Thinking Exercises are applied in nature and emphasize key chapter concepts. These can be used as assignments to test students' understanding of marketing research results and how results can be applied to decision-making. - End-of-chapter Your Research Project provides more challenging opportunities for students to apply chapter knowledge on an in-depth basis, and thus olearn by doing.
Author: Daniel S. Putler
Publisher: CRC Press
ISBN: 146650398X
Category : Business & Economics
Languages : en
Pages : 314
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Book Description
Customer and Business Analytics: Applied Data Mining for Business Decision Making Using R explains and demonstrates, via the accompanying open-source software, how advanced analytical tools can address various business problems. It also gives insight into some of the challenges faced when deploying these tools. Extensively classroom-tested, the tex
