Statistical Modeling for Management

The process of making marketing decisions is frequently dependent on quantitative analysis and the use of specific statistical tools and techniques which can be tailored and adapted to solve particular marketing problems. This book talks about the most widely used quantitative measurements and statistical techniques in marketing.

Dr Graeme Hutcheson specialises in the application of statistical models in social science research. He has published widely in management and education, mostly with respect to the use and interpretation of generalized regression models. Luiz Moutinhois Foundation Chair of Marketing at the Department of Management, University of Glasgow