R for Marketing Research and Analytics

• Main Authors: Chapman, Chris (Author), Feit, Elea McDonnell (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2015.
• Series: Use R!,
• Subjects: Statistics.; Marketing.; Statistics for Business/Economics/Mathematical Finance/Insurance.; Statistics and Computing/Statistics Programs.

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 c...

Table of Contents:

• Welcome to R
• The R Language
• Describing Data
• Relationships Between Continuous Variables
• Comparing Groups: Tables and Visualizations
• Comparing Groups: Statistical Tests
• Identifying Drivers of Outcomes: Linear Models
• Reducing Data Complexity
• Additional Linear Modeling Topics
• Confirmatory Factor Analysis and Structural Equation Modeling
• Segmentation: Clustering and Classification
• Association Rules for Market Basket Analysis
• Choice Modeling
• Conclusion
• Appendix: R Versions and Related Software
• Appendix: Scaling up
• Appendix: Packages Used
• Index.