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Statistics for Marketing and Consumer Research, by Mario Mazzocchi
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Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each methods as well as showing how they are applied. Real data sets and detailed guidance on the use of appropriate software is included along with discussion of:
- Sampling
- Data management an statistical packages
- Hypothesis testing
- Cluster analysis
- Structural equation modelling
- Sales Rank: #1666682 in Books
- Brand: Brand: SAGE Publications Ltd
- Published on: 2008-06-05
- Released on: 2008-05-22
- Original language: English
- Number of items: 1
- Dimensions: 9.53" h x .98" w x 6.70" l, 1.60 pounds
- Binding: Paperback
- 432 pages
- Used Book in Good Condition
About the Author
Mario Mazzocchi is Associate Professor in Statistics and Economics at the Department of Statistical Sciences of the University of Bologna. He is also Visiting Research Fellow at the University of Reading, where he has previously served as a lecturer in Applied Economics and Consumer Behaviour. He is currently a consultant to FAO on nutrition policies, and has been appointed by the European Commission as a permanent member of the group of experts on the evaluation of the EU School Fruit Scheme. He is Associate Editor of the journal Food Policy. He has led research teams of the University of Bologna in four EC-funded research projects. He has published two books(Fat Economics and Statistics for Marketing and Consumer Research) and about 40 articles in international refereed papers on a variety of applied economics topics, including consumer research, policy evaluation, health economics, tourism economics, time series econometrics.
Most helpful customer reviews
6 of 6 people found the following review helpful.
Review "Statistics for Marketing and Consumer Research"
By Caroline
Mazzocchi provides a basic understanding and knowledge of statistical procedures relevant for marketing and consumer research. He addresses most important issues for this field such as data collection; sampling, probability and inference as well as multivariate statistical methods. He demonstrates this with numerous diverse real-life situations. I like most that each chapter is introduced by 'learning outcomes' and required 'preliminary knowledge'.
This is an interesting book with complex statistical procedures written in a simple, easy-to-understand way. It should appeal to all readers who want to learn the applications of these techniques; especially, to graduate/ PhD students. Overall, I highly recommend this book.
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