R for Marketing Research and Analytics

R for Marketing Research and Analytics

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.


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Details

Author(s)
Chris Chapman, Elea McDonnell Feit
Format
Paperback | 454 pages
Dimensions
155 x 235 x 24.13mm | 7,939g
Publication date
14 Apr 2015
Publisher
Springer International Publishing AG
Publication City/Country
Cham, Switzerland
Language
English
Edition Statement
2015 ed.
Illustrations note
10 Tables, black and white; 54 Illustrations, color; 54 Illustrations, black and white; XVIII, 454 p. 108 illus., 54 illus. in color.
ISBN10
3319144359
ISBN13
9783319144351
Bestsellers rank
417,228