Analysis of marketing data. Guidance for students and specialists

”Data Analysis in Marketing” is a practical guide, for students and specialists alike, with fundamental statistical theory and a generous amount of data analysis examples using IBM SPSS Statistics and Microsoft Excel.

The book if focused on using software packages for data analysis while leaving the statistical and mathematical philosophy as support theory., as required by marketing specialists and organizations.

Foe each of the data analysis methods presented in the pages of this book the theoretical support, critical for the understanding of the method and interpreting its results, is doubled by a step-by-step tutorial on how it can be computed using the specialized applications.

For the advanced users the book has a section dedicated to the programming languages accepted by the IBM SPSS Statistics and Microsoft Excel (SPSS syntax, Sax Basic, Python, R, VBA) which can be a valuable option for the efficiency of data processing and analysis procedures.

The experience of reading the book will be enhanced by the availability for download of all digital support materials (databases, analysis results, code sequences, screenshots) and step-by-step video tutorials for all working procedures on www.cristitatu.ro/analizadatelordemarketing.