## R for Marketing Research and Analytics

This book is a complete introduction to the power of R for

The text describes

Hands-on chapters accelerate the learning curve by asking readers to interact with R from the beginning.

Core topics include the R language,

Later chapters cover more advanced topics yet are intended to be approachable for all analysts. These sections examine

The text uniquely presents Bayesian models with a minimally complex approach, demonstrating and explaining Bayesian methods alongside traditional analyses for analysis of variance, linear models, and metric and choice-based conjoint analysis.

With its emphasis on data visualization, model assessment, and development of statistical intuition, this book provides guidance for any analyst looking to develop or improve skills in R for marketing applications.

**marketing research**practitioners.The text describes

**statistical models**from a conceptual point of view with a minimal amount of mathematics, presuming only an introductory knowledge of statistics.Hands-on chapters accelerate the learning curve by asking readers to interact with R from the beginning.

Core topics include the R language,

**basic statistics**,**linear modeling**, and**data visualization**, which is presented throughout as an integral part of analysis.Later chapters cover more advanced topics yet are intended to be approachable for all analysts. These sections examine

**logistic regression**,**customer segmentation**,**hierarchical linear modeling**,**market basket analysis**, structural equation modeling, and conjoint analysis in R.The text uniquely presents Bayesian models with a minimally complex approach, demonstrating and explaining Bayesian methods alongside traditional analyses for analysis of variance, linear models, and metric and choice-based conjoint analysis.

With its emphasis on data visualization, model assessment, and development of statistical intuition, this book provides guidance for any analyst looking to develop or improve skills in R for marketing applications.

Author: Chris Chapman, Elea McDonnell Feit