R for Marketing Research and Analytics
This book is a complete introduction to the power of R for 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 stati
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Chris Chapman Elea McDonnell Feit
R for Marketing Research and Analytics
Use R! Series Editors: Robert Gentleman
Kurt Hornik
Giovanni Parmigiani
More information about this series at http://www.springer.com/series/6991
Use R! Kolaczyk / Cs´ardi: Statistical Analysis of Network Data with R (2014) Nolan / Temple Lang: XML and Web Technologies for Data Sciences with R (2014) Willekens: Multistate Analysis of Life Histories with R (2014) Cortez: Modern Optimization with R (2014) Eddelbuettel: Seamless R and C++ Integration with Rcpp (2013) Bivand / Pebesma / G´omez-Rubio: Applied Spatial Data Analysis with R (2nd ed. 2013) van den Boogaart / Tolosana-Delgado: Analyzing Compositional Data with R (2013) Nagarajan / Scutari / L`ebre: Bayesian Networks in R (2013)
Chris Chapman
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Elea McDonnell Feit
R for Marketing Research and Analytics
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Chris Chapman Google, Inc. Seattle, WA, USA [email protected]
Elea McDonnell Feit LeBow College of Business Drexel University Philadelphia, PA, USA [email protected]
ISSN 2197-5736 ISSN 2197-5744 (electronic) Use R! ISBN 978-3-319-14435-1 ISBN 978-3-319-14436-8 (eBook) DOI 10.1007/978-3-319-14436-8 Library of Congress Control Number: 2014960277 Springer Cham Heidelberg New York Dordrecht London c Springer International Publishing Switzerland 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com)
Praise for R for Marketing Research and Analytics
R for Marketing Research and Analytics is the perfect book for those interested in driving success for their business and for students looking to get an introduction to R. While many books take a purely academic approach, Chapman (Google) and Feit (formerly of GM and the Modellers) know exactly what is needed for practical marketing problem solving. I am an expert R user, yet had never thought about a textbook that provides the soup-to-nuts way that
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