EAN: 9783030143152

USE R! R FOR MARKETING RESEARCH AND ANALYTICS...

The 2nd edition of R for Marketing Research and Analytics continues to be the best place to
learn R for marketing research. This book is a complete introduction to the power of R for
marketing research practitioners. The text describes statistical models from a conceptual point
of view with a minimal amount of mathematics  presuming only an introductory knowledge of
statistics. Hands-on chapters accelerate the learning curve by asking readers to interact with
R from the beginning. Core topics include the R language  basic statistics  linear modeling 
and data visualization  which is presented throughout as an integral part of analysis. Later
chapters cover more advanced topics yet are intended to be approachable for all analysts. These
sections examine logistic regression  customer segmentation  hierarchical linear modeling 
market basket analysis  structural equation modeling  and conjoint analysis in R. The text
uniquely presents Bayesian models with a minimally complex approach  demonstrating and
explaining Bayesian methods alongside traditional analyses for analysis of variance  linear
models  and metric and choice-based conjoint analysis. With its emphasis on data visualization
model assessment  and development of statistical intuition  this book provides guidance for any
analyst looking to develop or improve skills in R for marketing applications. The 2nd edition
increases the book's utility for students and instructors with the inclusion of exercises and
classroom slides. At the same time  it retains all of the features that make it a vital
resource for practitioners: non-mathematical exposition  examples modeled on real world
marketing problems  intuitive guidance on research methods  and immediately applicable code.

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