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).

Introduces R specifically for marketing applications

Provides the background in R syntax necessary to accomplish immediate tasks

Designed for self-learning by practitioners and use in marketing analytics courses

Welcome to R.- The R Language.- Describing Data.- Relationships Between Continuous Variables.- Comparing Groups: Tables and Visualizations.- Comparing Groups: Statistical Tests.- Identifying Drivers of Outcomes: Linear Models.- Reducing Data Complexity.- Additional Linear Modeling Topics.- Confirmatory Factor Analysis and Structural Equation Modeling.- Segmentation: Clustering and Classification.- Association Rules for Market Basket Analysis.- Choice Modeling.- Conclusion.- Appendix: R Versions and Related Software.- Appendix: Scaling up.- Appendix: Packages Used.- Index.