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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.
The 2nd edition increases the book¿s utility for students and instructors with the inclusion of exercises and classroom slides. At the same time, it retains all of the features that make it a vital resource for practitioners: non-mathematical exposition, examples modeled on real world marketing problems, intuitive guidance on research methods, and immediately applicable code.
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.
The 2nd edition increases the book¿s utility for students and instructors with the inclusion of exercises and classroom slides. At the same time, it retains all of the features that make it a vital resource for practitioners: non-mathematical exposition, examples modeled on real world marketing problems, intuitive guidance on research methods, and immediately applicable code.
Chris Chapman PhD is a Principal Quantitative Researcher at Google, and an author of Chapman & Feit, R for Marketing Research and Analytics (Springer, 2015). In the broader industry, he is chair of the 2017 Advanced Research Techniques Forum, past President of the American Marketing Association's Practitioner Council, and a member of several other conference and industry committees. Chris is the internal "conjoint analysis evangelist" at Google, and an enthusiastic contributor to the quantitative marketing community outside, where he regularly presents research innovations and teaches workshops on R, conjoint analysis, strategic modeling, and other analytics topics.
Elea McDonnell Feit is an Assistant Professor of Marketing at Drexel University and a Senior Fellow of Marketing at The Wharton School. She enjoys making quantitative methods accessible to a broad audience and teaches workshops and courses on advertising measurement, marketing experiments, marketing analytics in R, discrete choice modeling and hierarchical Bayes methods. She is active in the organizing committees for practitioner conferences including AMA Advanced Research Techniques Forum and INFORMS Business Analytics and is an author of Chapman & Feit, R for Marketing Research and Analytics (Springer, 2015).
Introduces R specifically for marketing applications
Provides the background in R syntax necessary to accomplish immediate tasks
Includes updated R code and packages
Presents a complete approach to teaching marketing analytics in the classroom or via self-study
Features end of chapter exercises for self-study as well as classroom slides for instructors
Chapter 1: Welcom to R.- Chapter 2: An Overview of the R Language.- 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.- Chapter 8: Reducing Data Complexity.- Chapter 9: Assorted 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 14: Marketing Mix Models.- Appendix A: R Versions and Related Software.- Appendix B: Scaling Up.- Appendix C: Packages Used.- Appendix D: Online Materials and Data Files.
| Erscheinungsjahr: | 2019 |
|---|---|
| Fachbereich: | Allgemeines |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Reihe: | Use R! |
| Inhalt: |
xx
487 S. 82 s/w Illustr. 69 farbige Illustr. 487 p. 151 illus. 69 illus. in color. |
| ISBN-13: | 9783030143152 |
| ISBN-10: | 3030143155 |
| Sprache: | Englisch |
| Herstellernummer: | 978-3-030-14315-2 |
| Ausstattung / Beilage: | Paperback |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Feit, Elea McDonnell
Chapman, Chris |
| Auflage: | 2nd ed. 2019 |
| Hersteller: |
Springer International Publishing
Springer International Publishing AG Use R! |
| Maße: | 235 x 155 x 28 mm |
| Von/Mit: | Elea McDonnell Feit (u. a.) |
| Erscheinungsdatum: | 08.04.2019 |
| Gewicht: | 0,762 kg |
Chris Chapman PhD is a Principal Quantitative Researcher at Google, and an author of Chapman & Feit, R for Marketing Research and Analytics (Springer, 2015). In the broader industry, he is chair of the 2017 Advanced Research Techniques Forum, past President of the American Marketing Association's Practitioner Council, and a member of several other conference and industry committees. Chris is the internal "conjoint analysis evangelist" at Google, and an enthusiastic contributor to the quantitative marketing community outside, where he regularly presents research innovations and teaches workshops on R, conjoint analysis, strategic modeling, and other analytics topics.
Elea McDonnell Feit is an Assistant Professor of Marketing at Drexel University and a Senior Fellow of Marketing at The Wharton School. She enjoys making quantitative methods accessible to a broad audience and teaches workshops and courses on advertising measurement, marketing experiments, marketing analytics in R, discrete choice modeling and hierarchical Bayes methods. She is active in the organizing committees for practitioner conferences including AMA Advanced Research Techniques Forum and INFORMS Business Analytics and is an author of Chapman & Feit, R for Marketing Research and Analytics (Springer, 2015).
Introduces R specifically for marketing applications
Provides the background in R syntax necessary to accomplish immediate tasks
Includes updated R code and packages
Presents a complete approach to teaching marketing analytics in the classroom or via self-study
Features end of chapter exercises for self-study as well as classroom slides for instructors
Chapter 1: Welcom to R.- Chapter 2: An Overview of the R Language.- 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.- Chapter 8: Reducing Data Complexity.- Chapter 9: Assorted 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 14: Marketing Mix Models.- Appendix A: R Versions and Related Software.- Appendix B: Scaling Up.- Appendix C: Packages Used.- Appendix D: Online Materials and Data Files.
| Erscheinungsjahr: | 2019 |
|---|---|
| Fachbereich: | Allgemeines |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Reihe: | Use R! |
| Inhalt: |
xx
487 S. 82 s/w Illustr. 69 farbige Illustr. 487 p. 151 illus. 69 illus. in color. |
| ISBN-13: | 9783030143152 |
| ISBN-10: | 3030143155 |
| Sprache: | Englisch |
| Herstellernummer: | 978-3-030-14315-2 |
| Ausstattung / Beilage: | Paperback |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Feit, Elea McDonnell
Chapman, Chris |
| Auflage: | 2nd ed. 2019 |
| Hersteller: |
Springer International Publishing
Springer International Publishing AG Use R! |
| Maße: | 235 x 155 x 28 mm |
| Von/Mit: | Elea McDonnell Feit (u. a.) |
| Erscheinungsdatum: | 08.04.2019 |
| Gewicht: | 0,762 kg |
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