Marketing Analytics Statistical Tools for Marketing and Consumer Behaviour using SPSS 1st Edition by Jose Marcos Carvalho de Mesquita, Erik Kostelijk 1000481743 9781000481747

1 Creating and examining databases in SPSS

1.1 Creating the SPSS spreadsheet and manipulating data

1.2 Descriptive statistics with frequencies

1.3 Cross tabulation

2 Introduction to exploratory data analysis

2.1 Exploratory data analysis

2.2 Verification of assumptions

2.3 Outliers

2.4 Missing values

3 Analysis of variance

3.1 Application of t-test in SPSS

3.2 Theoretical background – analysis of variance (ANOVA)

3.3 Marketing application of ANOVA

3.4 Application of ANOVA in SPSS

3.5 Theoretical background – multivariate analysis of variance (MANOVA)

3.6 Application of MANOVA in SPSS

4 Regression analysis

4.1 Theoretical background – simple regression analysis

4.2 Theoretical background – multiple regression analysis

4.3 Marketing application of regression analysis

4.4 Application of multiple regression in SPSS

5 Time series analysis

5.1 Theoretical background – time series analysis

5.2 Marketing application of time series analysis

5.3 Application of time series analysis in SPSS

6 Discriminant analysis

6.1 Theoretical background – two groups discriminant analysis

6.2 Theoretical background – multiple discriminant analysis

6.3 Marketing application of discriminant analysis

6.4 Application of discriminant analysis in SPSS

6.5 Theoretical background – logistic regression

6.6 Application of logistic regression in SPSS

7 Cluster analysis

7.1 Theoretical background – cluster analysis

7.2 Marketing application of cluster analysis

7.3 Application of cluster analysis in SPSS – hierarchical approach

7.4 Application of cluster analysis in SPSS – nonhierarchical approach

8 Exploratory Factor Analysis (EFA)

8.1 Theoretical background – exploratory factor analysis

8.2 Marketing application of exploratory factor analysis

8.3 Application of exploratory factor analysis in SPSS

9 Confirmatory Factor Analysis (CFA)

9.1 Theoretical background – confirmatory factor analysis

9.2 Marketing application of CFA

9.3 Application of confirmatory factor analysis with AMOS

9.4 The CFA model in AMOS

9.5 The CFA analysis

9.6 The CFA output

10 Structural Equation Modeling (SEM)

10.1 Theoretical background – structural equation modeling

10.2 Marketing application of SEM

10.3 Application of structural equation modeling with AMOS

10.4 The SEM model in AMOS

10.5 The SEM analysis

10.6 The SEM output

Appendix 1: Fitness center questionnaire

Appendix 2: Supermarket questionnaire

Bibliography

Index