Summary
Contents
Subject index
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.
Discrete Choice Models
Discrete Choice Models
This Chapter generalizes linear regression to the case where the dependent variable is non-metric with binary, ordinal or categorical values. In consumer research, discrete choice models are closely related to the analysis of stated preferences and are helpful to explain consumer choices ...
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