Introduction to Business Analytics equips students with the skills to ask the right questions, analyze data using tools like Excel�, Tableau�, Power BI�, and now Python� and GenAI, and interpret results to make informed business decisions. This title integrates an author-created framework called the SOAR analytics model―Specify the question, Obtain the data, Analyze the data, and Report the results―throughout its chapters and labs, ensuring a structured approach to learning. With over 100 hands-on labs and a capstone featuring three comprehensive projects, students gain practical experience applying the SOAR model to real-world business scenarios. This unique focus on practical application and accessible tools makes Introduction to Business Analytics the ideal choice for introductory-level business analytics courses.

About the Author

Vernon J. Richardson is a Distinguished Professor of Accounting and the G. William Glezen Chair in the Sam M. Walton College of Business at the University of Arkansas and a visiting professor at Baruch College. He received his BS. Master’s of Accountancy, and MBA from Brigham Young University and a PhD in accounting from the University of Illinois at Urbana-Champaign. He has taught students at the University of Arkansas, University of Illinois, Brigham Young University, and University of Kansas and internationally at Chinese University of Hong Kong Shenzhen, Aarhus University, the China Europe International Business School (Shanghai), Xi'an Jiaotong Liverpool University, and the University of Technology Sydney.Dr. Richardson is a member of the American Accounting Association. He has served as president of the American Accounting Association Information Systems section. He previously served as an editor of The Accounting Review and is currently an editor at Accounting Horizons. He has published articles in The Accounting Review, Journal of Information Systems, Journal of Accounting and Economics, Contemporary Accounting Research, MIS Quarterly, International Journal of Accounting Information Systems, Journal of Management Information Systems, Journal of Operations Management, and Journal of Marketing. Dr. Richardson is also a co-author of McGraw-Hill’s Introduction to Data Analytics for Accounting, Data Analytics for Accounting and Introduction to Business Analytics textbooks.

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