Название: Marketing Research with R and Python
Автор: Howard Pong Yuen Lam
Издательство: World Scientific Publishing
Год: 2024
Страниц: 297
Язык: английский
Формат: pdf (true)
Размер: 22.7 MB

This book is meant for readers with little or no experience in programming in R and Python, who wish to quickly learn what is necessary, and be able to conduct marketing research by running tests easily in R or Python.

A number of marketing research textbooks have been using SPSS or SAS for many years. Conversely, R and Python can be downloaded and installed in a personal computer for free. Instructors and students do not have to go to a computer room in a university to use SPSS or SAS anymore. Instead, students can run R or Python on their personal computers.

So, marketers have to develop a new product concept and test it against a competitive concept. They can analyze data by using R or Python with word cloud, string, Chi-square, correlation, t-test, analysis of variance, regression, sentiment analysis, and web scrap- ing. R and Python programs are available for download and use for other applications. Videos with professional English voice over and sub-titles are posted online at World Scientific for learners to view, pause, try on their own computers, and learn by doing. Readers can chose to learn R or Python, or both, and know how codes in R can be implemented in Python and vice versa.

For any company, growth comes either from organic growth of existing products, or from launching successful new products. Due to competition in the marketplace, each company's marketer must determine whether or not it is time to develop and launch a new product:

As an upgrade of an existing product;
As another product (line extension) under a current brand with an existing product; and
As a new product under a new brand.

This book covers important frameworks and concepts of marketing research for developing a new product. The contents of this book are derived from my teaching notes and programs written in R or Python for teaching Marketing Research courses for undergraduate students and Master of Science students at The Chinese University of Hong Kong




ОТСУТСТВУЕТ ССЫЛКА/ НЕ РАБОЧАЯ ССЫЛКА ЕСТЬ РЕШЕНИЕ, ПИШИМ СЮДА!