Managerial Applications of Multivariate Analysis in Marketing - Hardcover

Myers, James; Mullet, Gary

Hardcover

ISBN 10: 0877573018 ISBN 13: 9780877573012

Publisher: Butterworth-Heinemann Ltd, 2003

Synopsis

Multivariate statistical analysis techniques are now an integral part of most large-scale strategic market studies, so marketing practitioners must learn what these techniques can do and how to apply them. However, most marketers have little or no formal training in complex analytical methods, and many have neither the time nor the interest in acquiring this knowledge. If you are one of them, this book is for you. Managerial Applications of Multivariate Analysis in Marketing is written for marketing research practitioners-even those who don't have time to read it cover to cover. Each chapter is as self-contained as possible so that researchers and decision makers can more quickly understand the fundamentals of any one statistical technique. It is a reference book, not a textbook, so it does not focus on the statistical techniques themselves and leave you to wonder how they apply to marketing. Most of the calculations in this book can be done by a personal computer, so the authors only cover the math you need while focusing on the marketing implications.

Edition details

• Publisher: Butterworth-Heinemann Ltd
• Publication date: 2003
• ISBN 10: 0877573018
• ISBN 13: 9780877573012
• Binding: Hardcover
• Language: English
• Number of pages: 395