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The 2nd edition of this book remains the premier resource for learning R in the context of marketing research. It offers a comprehensive introduction to R tailored for marketing practitioners, emphasizing statistical models with minimal mathematics and assuming only basic statistical knowledge. Interactive chapters engage readers with R from the outset, covering essential topics such as the R language, basic statistics, linear modeling, and data visualization, which is woven throughout the analysis. Advanced topics are also accessible, including logistic regression, customer segmentation, hierarchical linear modeling, market basket analysis, structural equation modeling, and conjoint analysis. The book uniquely simplifies Bayesian models, presenting them alongside traditional analyses for various statistical methods. With a strong focus on data visualization, model assessment, and developing statistical intuition, it serves as a valuable guide for analysts seeking to enhance their R skills for marketing. The updated edition enhances its usefulness for students and instructors through the addition of exercises and classroom slides, while maintaining its core strengths: a non-mathematical approach, real-world marketing examples, intuitive research guidance, and practical code.
Achat du livre
R for marketing research and analytics, C. B. Chapman, McDonnell Ela Feit
- Langue
- Année de publication
- 2019
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