Statistics for Marketing and Consumer Research
- Mario Mazzocchi - University of Bologna, Italy
- Sampling
- Data management an statistical packages
- Hypothesis testing
- Cluster analysis
- Structural equation modelling
Because it contains the material I need for teaching.
This is a very good book for current 3rd year student you are carrying out their dissertations in marketing and consumer behaviour.
Excellent text to supplement standard textbooks for marketing research courses.
A comprehensive text.
The supplementary lecture slides and SPSS examples add considerably to the level of understanding.
A very well written textbook. For students in a master program it is the right book and offers sufficient insights. As it is written in English and the course is taught in German it is adopted as a recommended book for the students.
Very important book
I recommend this book for students in courses for Media Research, specifically Media Management Research.
This adds that little bit extra information about statistics to a more general textbook on marketing and consumer research. I will use the book as a recommended source for those students who wish to progress a little further with quantitative analyses.
I recommend this book in my Marketing Research Course as well as Consumer Behaviour course. It's well written, with a good balance between statistics and marketing practice oriented knowledge. It covers practically all the fields of marketing research problems linking them with appropriate tools of analysis. My students like this book on condition that they have basic knowledge on statistics.
Certainly appreciated the exercises at the end of the Chapters, allows the students to practice the elements discussed in the text.
Sage College Publishing
