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The aim of this book is to introduce the main data analysis techniques through numerous examples and application exercises. It is intended for Bachelor, Master or Doctorate students in Marketing and Management from business and management schools. It is based on the key stages of data analysis: defining the problem, describing the data, drafting the questionnaire and choosing the sample, in order to carry out the appropriate tests according to the nature of the data collected and the objectives of the study. The book includes several illustrative examples and applications on descriptive statistics, non-parametric tests, principal component analysis and correspondence factor analysis.
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