Customer Reviews

Statistics for Marketing and Consumer Research

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Mazzocchi provides a basic understanding and knowledge of statistical procedures relevant for marketing and consumer research. He addresses most important issues for this field such as data collection; sampling, probability and inference as well as multivariate statistical methods. He demonstrates this with numerous diverse real-life situations. I like most that each chapter is introduced by 'learning outcomes' and required 'preliminary knowledge'.
This is an interesting book with complex statistical procedures written in a simple, easy-to-understand way. It should appeal to all readers who want to learn the applications of these techniques; especially, to graduate/ PhD students. Overall, I highly recommend this book.