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 designed to make this complex subject accessible to students with no background in quantitative methods.

Acest text introductiv acopera conceptele fundamentale si aplicatiile statistice ale tehnicilor de cercetare cantitativa folosind SPSS si R. Folosind exemple pas cu pas pe tot parcursul cartii, aceasta este conceputa pentru a face acest subiect complex accesibil studentilor fara cunostinte despre metodele cantitative.