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This is an introduction to multivariate analysis and techniques written in a non-mathematical style. It starts from a simple hypothesis testing, moves towards model-building and takes the reader through the basics of multivariate analysis, including: which tests to use on which data; how to run analyses; how to interpret results; and how to report and present the reports appropriately. authors explain the commonalities and relationships between methods that include the analysis of both categorical and continuous data.

Bringing to life the most widely used quantitative measurements and statistical techniques in marketing, this book is packed with user-friendly descriptions, examples and study applications.

The process of making marketing decisions is increasingly dependent on quantitative analysis and the use of specific statistical tools and techniques which can be tailored and adapted to solve particular marketing problems.

Any student hoping to enter the world of management will need to show that they understand and have mastered these techniques. This book will help them...

Bringing to life the most widely used quantitative measurements and statistical techniques in marketing, this book is packed with user-friendly descriptions, examples and study applications.

The process of making marketing decisions is increasingly dependent on quantitative analysis and the use of specific statistical tools and techniques which can be tailored and adapted to solve particular marketing problems.

Any student hoping to enter the world of management will need to show that they understand and have mastered these techniques. This book will help them...