An Introduction to Quantitative Research Methods for Marketing Tools and Techniques Using SPSS and R | Business

Product Description

This introductory text covers the foundational concepts and statistical applications of quantitative research techniques using SPSS and R. Using step-by-step examples throughout the book is broken down into six core sections: Part 1 covers an introduction to quantitative research methods and how to get started with SPSS and R; Part 2 covers basic concepts in measurement data descriptions and distributions; Part 3 discusses hypothesis testing and basic statistical tests; Part 4 covers regression analysis; Part 5 discusses advanced topics in regression analysis and analysis of variance; and finally Part 6 covers advanced statistical methods. Each chapter contains learning objectives and summa…