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  • Book
  • © 2019

R For Marketing Research and Analytics

  • Introduces R specifically for marketing applications

  • Provides the background in R syntax necessary to accomplish immediate tasks

  • Includes updated R code and packages

  • Presents a complete approach to teaching marketing analytics in the classroom or via self-study

  • Features end of chapter exercises for self-study as well as classroom slides for instructors

Part of the book series: Use R! (USE R)

Buying options

eBook USD 64.99
Price excludes VAT (USA)
  • ISBN: 978-3-030-14316-9
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book USD 84.99
Price excludes VAT (USA)

This is a preview of subscription content, access via your institution.

Table of contents (14 chapters)

  1. Front Matter

    Pages i-xx
  2. Basics of R

    1. Front Matter

      Pages 1-1
    2. Welcome to R

      • Chris Chapman, Elea McDonnell Feit
      Pages 3-12
    3. An Overview of the R Language

      • Chris Chapman, Elea McDonnell Feit
      Pages 13-45
  3. Fundamentals of Data Analysis

    1. Front Matter

      Pages 47-47
    2. Describing Data

      • Chris Chapman, Elea McDonnell Feit
      Pages 49-77
    3. Relationships Between Continuous Variables

      • Chris Chapman, Elea McDonnell Feit
      Pages 79-109
    4. Comparing Groups: Tables and Visualizations

      • Chris Chapman, Elea McDonnell Feit
      Pages 111-132
    5. Comparing Groups: Statistical Tests

      • Chris Chapman, Elea McDonnell Feit
      Pages 133-155
    6. Identifying Drivers of Outcomes: Linear Models

      • Chris Chapman, Elea McDonnell Feit
      Pages 157-190
  4. Advanced Marketing Applications

    1. Front Matter

      Pages 191-191
    2. Reducing Data Complexity

      • Chris Chapman, Elea McDonnell Feit
      Pages 193-221
    3. Additional Linear Modeling Topics

      • Chris Chapman, Elea McDonnell Feit
      Pages 223-264
    4. Confirmatory Factor Analysis and Structural Equation Modeling

      • Chris Chapman, Elea McDonnell Feit
      Pages 265-297
    5. Segmentation: Clustering and Classification

      • Chris Chapman, Elea McDonnell Feit
      Pages 299-340
    6. Association Rules for Market Basket Analysis

      • Chris Chapman, Elea McDonnell Feit
      Pages 341-362
    7. Choice Modeling

      • Chris Chapman, Elea McDonnell Feit
      Pages 363-398
    8. Behavior Sequences

      • Chris Chapman, Elea McDonnell Feit
      Pages 399-427
  5. Back Matter

    Pages 429-487

About this book

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 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.

The 2nd edition increases the book’s utility for students and instructors with the inclusion of exercises and classroom slides. At the same time, it retains all of the features that make it a vital resource for practitioners: non-mathematical exposition, examples modeled on real world marketing problems, intuitive guidance on research methods, and immediately applicable code. 

Keywords

  • R
  • Statistics
  • Marketing research
  • Data science
  • Marketing analytics
  • Econometrics
  • Machine Learning
  • Computational statistics
  • programming
  • data visualization
  • data analysis

Authors and Affiliations

  • Google, Seattle, USA

    Chris Chapman

  • Drexel University, Philadelphia, USA

    Elea McDonnell Feit

About the authors

Chris Chapman PhD is a Principal Quantitative Researcher at Google, and an author of Chapman & Feit, R for Marketing Research and Analytics (Springer, 2015). In the broader industry, he is chair of the 2017 Advanced Research Techniques Forum, past President of the American Marketing Association’s Practitioner Council, and a member of several other conference and industry committees. Chris is the internal “conjoint analysis evangelist” at Google, and an enthusiastic contributor to the quantitative marketing community outside, where he regularly presents research innovations and teaches workshops on R, conjoint analysis, strategic modeling, and other analytics topics.

Elea McDonnell Feit is an Assistant Professor of Marketing at Drexel University and a Senior Fellow of Marketing at The Wharton School. She enjoys making quantitative methods accessible to a broad audience and teaches workshops and courses on advertising measurement, marketing experiments, marketing analytics in R, discrete choice modeling and hierarchical Bayes methods.  She is active in the organizing committees for practitioner conferences including AMA Advanced Research Techniques Forum and INFORMS Business Analytics and is an author of Chapman & Feit, R for Marketing Research and Analytics (Springer, 2015).

 

 

Bibliographic Information

Buying options

eBook USD 64.99
Price excludes VAT (USA)
  • ISBN: 978-3-030-14316-9
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book USD 84.99
Price excludes VAT (USA)