||About the Author||Karine Charry is Professor of Marketing at the Catholic University of Louvain-Mons (Belgium). Her research focuses on consumer behaviour – and namely children as consumers – as well as persuasion mechanisms in
Marketing researchers, companies and business schools need to be able to use statistical procedures correctly and accurately interpret the outputs, yet generally these people are scared off by the statistics behind the different analyses procedures, thus they often rely on external sources to come up with profound answers to the proposed research questions. In an accessible and step by step approach, the authors show readers which procedures to use in which particular s...
[PDF.xm93] Marketing Research with IBM® SPSS Statistics: A Practical Guide Rating: 4.94 (737 Votes)
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