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Statistics for Marketing and Consumer Research

Statistics for Marketing and Consumer Research

Other Titles in:
Marketing Research

May 2008 | 432 pages | SAGE Publications Ltd

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

Measurement, Errors and Data for Consumer Research
Secondary Consumer Data
Primary Data Collection
Data Preparation and Descriptive Statistics
Hypothesis Testing
Analysis of Variance
Correlation and Regression
Association, Log-linear Analysis and Canonical Correlation Analysis
Factor Analysis and Principal Component Analysis
Discriminant Analysis
Cluster Analysis
Multidimensional Scaling
Correspondence Analysis
Structural Equation Models
Discrete Choice Models
The End (and Beyond)

Because it contains the material I need for teaching.

Dr Luca Panzone
Sch of Agriculture,Food and Rural Dev., Newcastle University
July 21, 2015

This is a very good book for current 3rd year student you are carrying out their dissertations in marketing and consumer behaviour.

Mrs Kacy Mackreth
Carnegie Faculty School of Sport, Leeds Metropolitan University
February 6, 2014

Excellent text to supplement standard textbooks for marketing research courses.

Economics Dept, University of Nevada - Reno
April 7, 2013

A comprehensive text.
The supplementary lecture slides and SPSS examples add considerably to the level of understanding.

Mr Tony Butterworth
Lord Ashcroft International Business School, Anglia Ruskin University
December 21, 2012

A very well written textbook. For students in a master program it is the right book and offers sufficient insights. As it is written in English and the course is taught in German it is adopted as a recommended book for the students.

Mr Simon Brach
Marketing, Friedrich Schiller University of Jena
November 28, 2012

Very important book

Dr Ibrahim Alsahouly
Business Administration , Misr International University
October 31, 2012

I recommend this book for students in courses for Media Research, specifically Media Management Research.

Ms Johanna Mavhungu
School of Journalism and Media Studies, Rhodes University
October 15, 2012

This adds that little bit extra information about statistics to a more general textbook on marketing and consumer research. I will use the book as a recommended source for those students who wish to progress a little further with quantitative analyses.

Professor Paul Hackett
Marketing Communication Dept, Emerson College
August 31, 2012

I recommend this book in my Marketing Research Course as well as Consumer Behaviour course. It's well written, with a good balance between statistics and marketing practice oriented knowledge. It covers practically all the fields of marketing research problems linking them with appropriate tools of analysis. My students like this book on condition that they have basic knowledge on statistics.

Dr Pawel Kowalski
International Marketing & Distribution, University of Lodz
November 8, 2011

Certainly appreciated the exercises at the end of the Chapters, allows the students to practice the elements discussed in the text.

Mr Andy Hayward
Law , University of Wales Institute, Cardiff
December 12, 2009

For instructors

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ISBN: 9781412911221

ISBN: 9781412911214

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