About this product

Product Identifiers

PublisherSpringer International Publishing A&G

ISBN-103319144359

ISBN-139783319144351

eBay Product ID (ePID)208589631

Product Key Features

Number of PagesXviii, 454 Pages

LanguageEnglish

Publication NameR for Marketing Research and Analytics

Publication Year2015

SubjectMarketing / General, Mathematical & Statistical Software, Statistics, Marketing / Research

TypeTextbook

Subject AreaComputers, Business & Economics

AuthorElea Mcdonnell Feit, Chris Chapman

SeriesUse R! Ser.

FormatTrade Paperback

Dimensions

Item Weight280 Oz

Item Length9.3 in

Item Width6.1 in

Additional Product Features

Intended AudienceScholarly & Professional

Reviews"R for Marketing Research and Analytics is the perfect book for those interested in driving success for their business and for students looking to get an introduction to R. While many books take a purely academic approach, Chapman (Google) and Feit (Formerly of GM and the Modellers) know exactly what is needed for practical marketing problem solving. I am an expert R user, yet had never thought about a textbook that provides the soup-to-nuts way that Chapman and Feit: show how to load a data set, explore it using visualization techniques, analyze it using statistical models, and then demonstrate the business implications. It is a book that I wish I had written." Eric Bradlow , K.P. Chao Professor, Chairperson, Wharton Marketing Department and Co-Director, Wharton Customer Analytics Initiative "Chris Chapman's and Elea Feit's engaging and authoritative book nicely fills a gap in the literature. At last we have an accessible book that presents core marketing research methods using the tools and vernacular of modern data science. The book will enable marketing researchers to up their game by adopting the R statistical computing environment. And data scientists with an interest in marketing problems now have a reference that speaks to them in their language." James Guszcza , Chief Data Scientist, Deloitte - US

Dewey Edition23

Number of Volumes1 vol.

IllustratedYes

Dewey Decimal005.133

Table Of ContentWelcome to R.- The R Language.- Describing Data.- Relationships Between Continuous Variables.- Comparing Groups: Tables and Visualizations.- Comparing Groups: Statistical Tests.- Identifying Drivers of Outcomes: Linear Models.- Reducing Data Complexity.- Additional Linear Modeling Topics.- Confirmatory Factor Analysis and Structural Equation Modeling.- Segmentation: Clustering and Classification.- Association Rules for Market Basket Analysis.- Choice Modeling.- Conclusion.- Appendix: R Versions and Related Software.- Appendix: Scaling up.- Appendix: Packages Used.- Index.

SynopsisThis book is a complete introduction to the power of R for marketing research practitioners. The text describes statistical models from a conceptual point of view with a minimal amount of mathematics, presuming only an introductory knowledge of statistics. Hands-on chapters accelerate the learning curve by asking readers to interact with R from the beginning. Core topics include the R language, basic statistics, linear modeling, and data visualization, which is presented throughout as an integral part of analysis. Later chapters cover more advanced topics yet are intended to be approachable for all analysts. These sections examine logistic regression, customer segmentation, hierarchical linear modeling, market basket analysis, structural equation modeling, and conjoint analysis in R. The text uniquely presents Bayesian models with a minimally complex approach, demonstrating and explaining Bayesian methods alongside traditional analyses for analysis of variance, linear models, and metric and choice-based conjoint analysis. With its emphasis on data visualization, model assessment, and development of statistical intuition, this book provides guidance for any analyst looking to develop or improve skills in R for marketing applications.

LC Classification NumberQA276-280