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Applied Marketing Analytics Using Spss

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Applied Marketing Analytics Using Spss

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Author : Giri, Arunangshu
language : en
Publisher: PHI Learning Pvt. Ltd.
Release Date : 2020-12-01

Applied Marketing Analytics Using Spss written by Giri, Arunangshu and has been published by PHI Learning Pvt. Ltd. this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-01 with Business & Economics categories.

Marketing analytics is important to today's business organizations as it lets them measure performance of their marketing resources and channels and in turn plays a vital role in making business strategies and decisions. The present book, following application-based approach, helps readers to understand the usage of analytics in different marketing contexts such as identifying customer preferences, customer-segmentation, pricing, forecasting, advertising, competitive analysis, perceptual mapping, etc. using SPSS software (Modeler, Statistics and AMOS Graphics). Practical applications in each chapter, with supported screenshots, guide readers to apply different analytical techniques in marketing as they learn. This book is an indispensable companion for the postgraduate students of management with specialization in marketing. Also, the book will prove valuable for the Management Development Programs, Data Analysts, and Researchers in the field. It enables them to identify marketing problems, carry out research efficiently, process the data in a simple way using SPSS, and create reports in a systematic manner. TARGET AUDIENCE • MBA (Marketing) • Data Analysts • Management Development Programme

Marketing Analytics

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Author : José Marcos Carvalho de Mesquita
language : en
Publisher: Taylor & Francis
Release Date : 2021-11-01

Marketing Analytics written by José Marcos Carvalho de Mesquita and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-11-01 with Business & Economics categories.

Marketing Analytics provides guidelines in the application of statistics using IBM SPSS Statistics Software (SPSS) for students and professionals using quantitative methods in marketing and consumer behavior. With simple language and a practical, screenshot-led approach, the book presents 11 multivariate techniques and the steps required to perform analysis. Each chapter contains a brief description of the technique, followed by the possible marketing research applications. One of these applications is then used in detail to illustrate its applicability in a research context, including the needed SPSS commands and illustrations. Each chapter also includes practical exercises that require the readers to perform the technique and interpret the results, equipping students with the necessary skills to apply statistics by means of SPSS in marketing and consumer research. Finally, there is a list of articles employing the technique that can be used for further reading. This textbook provides introductory material for advanced undergraduate and postgraduate students studying marketing and consumer analytics, teaching methods along with practical software-applied training using SPSS. Support material includes two real data sets to illustrate the techniques’ applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes. Professionals are invited to use the book to select and use the appropriate analytics for their specific context.

Applied Marketing Analytics Using Python

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Author : Gokhan Yildirim
language : en
Publisher: SAGE Publications Limited
Release Date : 2025-03-21

Applied Marketing Analytics Using Python written by Gokhan Yildirim and has been published by SAGE Publications Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2025-03-21 with Business & Economics categories.

It is vital for marketers today to be comfortable in their use of data and quantitative approaches and have a thorough grounding in understanding and using marketing analytics in order to gain insights, support strategic decision-making, solve marketing problems, maximise value and achieve success. Taking a very hands-on approach with the use of real-world datasets, case studies and Python, this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools, with a balanced mix of technical coverage alongside marketing theory and frameworks. Supporting online resources include datasets and software codes and solutions as well as PowerPoint slides, a teaching guide and a testbank. This book is essential reading for advanced level marketing students and practitioners who want to become cutting-edge marketers. Dr Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School, London. Dr Raoul V. Kübler is an Associate Professor of Marketing at ESSEC Business School, Paris.

Applied Marketing Analytics Using R

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Author : Gokhan Yildirim
language : en
Publisher: SAGE Publications Limited
Release Date : 2023-08-02

Applied Marketing Analytics Using R written by Gokhan Yildirim and has been published by SAGE Publications Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-08-02 with Business & Economics categories.

Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing analytics tools. With this trend only set to continue, it’s vital for marketers today to be comfortable in their use of data and quantitative approaches and have a thorough grounding in understanding and using marketing analytics in order to gain insights, support strategic decision-making, solve marketing problems, maximise value and achieve success. Taking a very hands-on approach with the use of real-world datasets, case studies and R (a free statistical package), this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools, with a balanced mix of technical coverage alongside marketing theory and frameworks. Chapters include learning objectives, figures, tables and questions to help facilitate learning. Supporting online resources are available to instructors to support teaching, including datasets and software codes and solutions (R Markdowns, HTML files) as well as PowerPoint slides, a teaching guide and a testbank. This book is essential reading for advanced level marketing students and marketing practitioners who want to become cutting-edge marketers. Dr. Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School, London. Dr. Raoul V. Kübler is an Associate Professor of Marketing at ESSEC Business School, Paris.

Marketing Analytics

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Author : José Marcos Carvalho de Mesquita
language : en
Publisher: Routledge
Release Date : 2021-11-01

Marketing Analytics written by José Marcos Carvalho de Mesquita and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-11-01 with Business & Economics categories.

Marketing Analytics

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Author : Robert W. Palmatier
language : en
Publisher: Bloomsbury Publishing
Release Date : 2022-03-24

Marketing Analytics written by Robert W. Palmatier and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-03-24 with Business & Economics categories.

All customers differ. All customers change. All competitors react. All resources are limited. Robert W. Palmatier's dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing analytics tools, marketing models and methodologies. When should you use a specific technique in data analytics? How does each new analytics technique improve performance? Which techniques are worth time and investment to implement? As organizations prioritize digital growth to better connect with customers, it is vital that you are able to respond confidently to these questions, enabling you to utilize marketing analytics to better understand your business and increase revenue. Marketing Analytics will help you to: · Learn how to contextualize models and statistical analysis within the foundational principles of marketing through the use of a problem-centric framework. · Understand technical analyses by engaging with a pertinent range of vivid examples, and a running case study to contextualize practical, jargon-free descriptions. · Embark on an applied learning pathway with a comprehensive companion website including datasets and walk-through videos on challenging tasks: bloomsbury.pub/marketing-analytics. · Take a software-agnostic approach to learning, enhanced by the provision of examples in free, open-source R and Tableau software. Authored by world-leading experts in marketing strategy, Marketing Analytics is the ideal textbook for advanced undergraduate, postgraduate and MBA students of marketing, and practitioners seeking to direct effective strategy from an analysis-based evidential approach.

Essentials Of Marketing Research

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Author : Kenneth E. Clow
language : en
Publisher: SAGE
Release Date : 2013-01-09

Essentials Of Marketing Research written by Kenneth E. Clow and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-01-09 with Business & Economics categories.

Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing research and showing students how to apply marketing research results. This text focuses on understanding and interpreting marketing research studies. Focusing on the 'how-to' and 'so what' of marketing research helps students understand the value of marketing research and how they can put marketing research into practice. There is a strong emphasis on how to use marketing research to make better management decisions. The unique feature set integrates data analysis, interpretation, application, and decision-making throughout the entire text. The text opens with a discussion of the role of marketing research, along with a breakdown of the marketing research process. The text then moves into a section discussing types of marketing research, including secondary resources, qualitative research, observation research, and survey research. Newer methods (e.g. using blogs or Twitter feeds as secondary resources and using online focus groups) are discussed as extensions of traditional methods such. The third section discusses sampling procedures, measurement methods, marketing scales, and questionnaires. Finally, a section on analyzing and reporting marketing research focuses on the fundamental data analysis skills that students will use in their marketing careers. Features of this text include: - Chapter Openers describe the results of a research study that apply to the topics being presented in that chapter. These are taken from a variety of industries, with a greater emphasis on social media and the Internet. - A Global Concerns section appears in each chapter, helping prepare students to conduct market research on an international scale.This text emphasizes the presentation of research results and uses graphs, tables, and figures extensively. - A Statistics Review section emphasizes the practical interpretation and application of statistical principles being reviewed in each chapter. - Dealing with Data sections in each chapter provide students with opportunities to practice interpreting data and applying results to marketing decisions. Multiple SPSS data sets and step-by-step instructions are available on the companion site to use with this feature. - Each Chapter Summary is tied to the chapter-opening Learning Objectives. - A Continuing Case Study follows a group of students through the research process. It shows potential trade-offs, difficulties and flaws that often occur during the implementation of research project. Accompanying case questions can be used for class discussion, in-class group work, or individual assignments. - End-of-Chapter Critical Thinking Exercises are applied in nature and emphasize key chapter concepts. These can be used as assignments to test students' understanding of marketing research results and how results can be applied to decision-making. - End-of-chapter Your Research Project provides more challenging opportunities for students to apply chapter knowledge on an in-depth basis, and thus olearn by doing.

Applied Marketing

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Author : Rochelle Grayson
language : en
Publisher: John Wiley & Sons
Release Date : 2021-06-21

Applied Marketing written by Rochelle Grayson and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-06-21 with Business & Economics categories.

Tomorrow’s professionals need a practical, customer-centric understanding of marketing’s role in business and critical thinking skills to help their organizations succeed. Applied Marketing, 1st Canadian Edition helps students learn practical, modern marketing concepts appropriate for the principles of marketing course by applying them to the latest business scenarios of relatable brands like This Bar Saves Lives and GoPro. This comprehensive yet concise text is co-authored by Professors Rochelle Grayson and Daniel Padgett and practitioner Andrew Loos, and blends current academic theory with an agency-owner perspective to help students get an insider's look at how top businesses operate. With many Canadian specific examples created specifically for this course, students can relate concepts learned in the classroom to marketing topics and events taking place in their backyard.

Handbook Of Research On Intelligent Techniques And Modeling Applications In Marketing Analytics

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Author : Kumar, Anil
language : en
Publisher: IGI Global
Release Date : 2016-10-25

Handbook Of Research On Intelligent Techniques And Modeling Applications In Marketing Analytics written by Kumar, Anil and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-10-25 with Business & Economics categories.

The success of any organization is largely dependent on positive feedback and repeat business from patrons. By utilizing acquired marketing data, business professionals can more accurately assess practices, services, and products that their customers find appealing. The Handbook of Research on Intelligent Techniques and Modeling Applications in Marketing Analytics features innovative research and implementation practices of analytics in marketing research. Highlighting various techniques in acquiring and deciphering marketing data, this publication is a pivotal reference for professionals, managers, market researchers, and practitioners interested in the observation and utilization of data on marketing trends to promote positive business practices.

The Sage Handbook Of Survey Development And Application

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Author : Lucy R. Ford
language : en
Publisher: SAGE Publications Limited
Release Date : 2023-06-29

The Sage Handbook Of Survey Development And Application written by Lucy R. Ford and has been published by SAGE Publications Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-06-29 with Social Science categories.

The SAGE Handbook of Survey Development and Application provides a practical resource that researchers can go to for cutting-edge tools to ensure they are employing the best survey research techniques. This handbook not only covers the classic and innovational skills and approaches involved at every step of the survey research process, but also centres itself around applied, how-to guidance to aid readers in best practice. Chapters engage with a broad range of topics including sampling issues, approaches to establishment of measurement equivalence, and the use of online labour pools in survey development. With contributions from a global community of leading and emerging scholars across a wide variety of disciplines, this Handbook is focused on being applicable and accessible across the social sciences. Containing over 120 tables and figures, checklists and tutorial guides, The SAGE Handbook of Survey Development and Application will serve as a one stop resource for survey research. This handbook serves as a touchstone for a variety of fields such as Organizational Behavior, Industrial & Organizational Psychology, Management, Psychology, Educational Research, Marketing, Public Policy, and others. PART 1: Conceptual Issues and Operational Definition PART 2: Research Design Considerations PART 3: Item Development PART 4: Scale Improvement Methods PART 5: Data Collection PART 6: Data Management and Analysis PART 7: Research Production and Dissemination PART 8: Applications

Applied Marketing Analytics Using Spss

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