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.
Sampling, Probability and Inference
The second part of the book looks into the probabilistic foundation of statistical analysis, which originates in probabilistic sampling, and introduces the reader to the arena of hypothesis testing.
Chapter 5 explores the main random and controllable source of error, sampling, as opposed to non-sampling errors, potentially very ...
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