R For Marketing Research and Analytics

R For Marketing Research and Analytics, 2nd Edition, is a textbook designed to introduce R to marketing research practitioners and data scientists. The text presents statistical models conceptually with minimal mathematics, assuming only an introductory knowledge of statistics.

Core foundational coverage focuses on the R language, basic statistics, linear modeling, and data visualization as an integrated part of analysis. Later chapters explore advanced methods, including customer segmentation, market basket analysis, and conjoint analysis.

Hands-on chapters prompt readers to work directly in R from the beginning. In addition, the volume presents accessible Bayesian models alongside traditional techniques for analysis of variance, linear models, and conjoint analysis.