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Chapman Chris, McDonnell Feit Elea. R For Marketing Research and Analytics

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Chapman Chris, McDonnell Feit Elea. R For Marketing Research and Analytics
2nd Edition. — Springer, 2019. — 492 p. — ISBN: 978-3-030-14315-2 ISBN: 978-3-030-14316-9.
Basics of R
Welcome to R
An Overview of the R Language
Fundamentals of Data Analysis
Describing Data
Relationships Between Continuous Variables
Comparing Groups: Tables and Visualizations
Comparing Groups: Statistical Tests
Identifying Drivers of Outcomes: Linear Models
Advanced Marketing Applications
Reducing Data Complexity
Additional Linear Modeling Topics
Confirmatory Factor Analysis and Structural Equation Modeling
Segmentation: Clustering and Classification
Association Rules for Market Basket Analysis
Choice Modeling
Behavior Sequences
Appendix A: R Versions and Related Software
Appendix B: An Introduction to Reproducible Results with R Notebooks
Appendix C: Scaling Up
Appendix D: Packages Used
Appendix E: Online Materials and Data Files
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