Rfor Marketing Research and Analytics

Abstract

This book is another addition to Springer’s popular Use R! series. True to the scope of this series, “R for Marketing Research and Analytics” introduces the reader to carrying out statistical analyses in a marketing and business analytics context with R. The author’s selfproclaimed goal is “We are here to help you learn R for marketing research and analytics”. They have designed their book for two audiences (a) practicing marketing researchers and analysts who want to learn R and (b) students or researchers (from other fields) who want to review selected marketing topics in an R context. The preface states the prerequisites to be simply an interest in learning R for marketing and conceptual familiarity with basic statistical models. It also states that the book is particularly helpful for readers with programming experience and interest to learn R. I will come back to the intended audiences at the end of the review. The book introduces a large – not to say comprehensive – number of statistical methods and how they can be utilized in R, all within a context of marketing use cases.