R For Marketing Research and Analytics
The 2nd edition of R for Marketing Research and Analytics continues to be the best place to learn R for marketing research. This book is a complete introduction to the power of R for marketing research practitioners. The text describes stat
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Chris Chapman Elea McDonnell Feit
R for Marketing Research and Analytics Second Edition
Use R! Series Editors Robert Gentleman, Division of Public Health Sciences, San Mateo, CA, USA Kurt Hornik, Department of Finance, Accounting and Statistics, Wu Wien, Wien, Austria Giovanni Parmigiani, Dana-Farber Cancer Institute, Boston, USA
Use R! This series of inexpensive and focused books on R will publish shorter books aimed at practitioners. Books can discuss the use of R in a particular subject area (e.g., epidemiology, econometrics, psychometrics) or as it relates to statistical topics (e.g., missing data, longitudinal data). In most cases, books will combine LaTeX and R so that the code for figures and tables can be put on a website. Authors should assume a background as supplied by Dalgaard’s Introductory Statistics with R or other introductory books so that each book does not repeat basic material.
More information about this series at http://www.springer.com/series/6991
Chris Chapman Elea McDonnell Feit •
R for Marketing Research and Analytics Second Edition
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Chris Chapman Google Seattle, WA, USA
Elea McDonnell Feit Drexel University Philadelphia, PA, USA
ISSN 2197-5736 ISSN 2197-5744 (electronic) Use R! ISBN 978-3-030-14315-2 ISBN 978-3-030-14316-9 (eBook) https://doi.org/10.1007/978-3-030-14316-9 Library of Congress Control Number: 2019932720 1st edition: © Springer International Publishing Switzerland 2015 2nd edition: © Springer Nature Switzerland AG 2019 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. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Preface
We are here to help you learn R for marketing research and analytics. R is a great choice for marketing analysts. It offers unsurpassed capabilities for fitting statisti
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