文件名称:
R.for.Marketing.Research.and.Analytics.3319144359
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上传时间: 2015-11-16
详细说明： 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 chapter s 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. Table of Contents Part I Basics of R Chapter 1 Welcome to R Chapter 2 An Overview of the R Language Part II Fundamentals of Data Analysis Chapter 3 Describing Data Chapter 4 Relationships Between Continuous Variables Chapter 5 Comparing Groups: Tables and Visualizations Chapter 6 Comparing Groups: Statistical Tests Chapter 7 Identifying Drivers of Outcomes: Linear Models Part III Advanced Marketing Applications Chapter 8 Reducing Data Complexity Chapter 9 Additional Linear Modeling Topics Chapter 10 Confirmatory Factor Analysis and Structural Equation Modeling Chapter 11 Segmentation: Clustering and Classification Chapter 12 Association Rules for Market Basket Analysis Chapter 13 Choice Modeling Chapter A Appendix: R Versions and Related Software Chapter B Appendix: Scaling Up Chapter C Appendix: Packages Used Chapter D Appendix: Online Materials and Data Files ...展开收缩
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