Böcker av Graeme D Hutcheson

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. This book talks about the most widely used quantitative measurements and statistical techniques in marketing.

Starting from simple hypothesis testing and then moving towards model-building, this book takes readers through the basics of multivariate analysis including: which tests to use on which data; how to run analyses in SPSS for Windows and GLIM4; how to interpret results; and how to report and present the reports.