An Introduction To Quantitative Research Methods For Marketing

This introductory text covers the foundational concepts and statistical applications of quantitative research techniques using SPSS and R.

Using step-by-step examples throughout, the book is broken down into six core sections: Part 1 covers an introduction to quantitative research methods, and how to get started with SPSS and R; Part 2 covers basic concepts in measurement, data descriptions and distributions; Part 3 discusses hypothesis testing, and basic statistical tests;