R for marketing research and analytics
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...
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| Formato: | Libro |
| Idioma: | Inglés |
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New York, NY :
Springer Science+Business Media, LLC
2015.
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| Acceso en línea: | Clic para acceso a texto completo. |
| Ver en Universidad Pontificia de Salamanca: | https://catalogo.upsa.es/cgi-bin/koha/opac-detail.pl?biblionumber=470820 |
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| Sumario: | 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. |
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| Descripción Física: | XVIII, 454 páginas También disponible en línea. Acceso restringido usuarios UPSA con usuario y contraseña del campus virtual |
| ISBN: | 9783319144351 |
