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Statistics for Marketing and Consumer Research

Statistics for Marketing and Consumer Research

Other Titles in:
Marketing Research

May 2008 | 432 pages | SAGE Publications Ltd
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

Measurement, Errors and Data for Consumer Research
Secondary Consumer Data
Primary Data Collection
Data Preparation and Descriptive Statistics
Hypothesis Testing
Analysis of Variance
Correlation and Regression
Association, Log-linear Analysis and Canonical Correlation Analysis
Factor Analysis and Principal Component Analysis
Discriminant Analysis
Cluster Analysis
Multidimensional Scaling
Correspondence Analysis
Structural Equation Models
Discrete Choice Models
The End (and Beyond)

Because it contains the material I need for teaching.

Dr Luca Panzone
Sch of Agriculture,Food and Rural Dev., Newcastle University
August 19, 2015

This is a very good book for current 3rd year student you are carrying out their dissertations in marketing and consumer behaviour.

Mrs Kacy Mackreth
Carnegie Faculty School of Sport, Leeds Metropolitan University
February 6, 2014

Excellent text to supplement standard textbooks for marketing research courses.

Economics Dept, University of Nevada - Reno
April 7, 2013

A comprehensive text.
The supplementary lecture slides and SPSS examples add considerably to the level of understanding.

Mr Tony Butterworth
Lord Ashcroft International Business School, Anglia Ruskin University
December 21, 2012

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.

Mr Simon Brach
Marketing, Friedrich Schiller University of Jena
November 28, 2012

Very important book

Dr Ibrahim Alsahouly
Business Administration , Misr International University
October 31, 2012

I recommend this book for students in courses for Media Research, specifically Media Management Research.

Ms Johanna Mavhungu
School of Journalism and Media Studies, Rhodes University
October 15, 2012

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.

Professor Paul Hackett
Marketing Communication Dept, Emerson College
August 31, 2012

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.

Dr Pawel Kowalski
International Marketing & Distribution, University of Lodz
November 8, 2011

Certainly appreciated the exercises at the end of the Chapters, allows the students to practice the elements discussed in the text.

Mr Andy Hayward
Law , University of Wales Institute, Cardiff
December 12, 2009

Sample Materials & Chapters

PDF File of Chapter One

PDF File of Chapter Five

Preview this book

Mario Mazzocchi

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... More About Author

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ISBN: 9781412911221
ISBN: 9781412911214

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