A concise, easy to understand introduction that emphasizes the relevance of statistics to real world problems. Describes traditional statistical methods, their uses and limitations, and explains how to reduce numerical data to statistical summaries, how to interpret the results, and how to present the data clearly. Minimizes mathematics without oversimplification and illustrates theories with practical, varied examples. Statistical tables and answers to the exercises are included.

About the Author

Andrew Ehrenberg (1 May 1926 – 25 August 2010) was a statistician and marketing scientist. For over half a century, he made contributions to the methodology of data collection, analysis and presentation, and to understanding buyer behaviour and how advertising works.

Andrew Ehrenberg was born in Germany in 1926 into a well-known academic family. His father was Hans Ehrenberg, his uncle was the historian Victor Ehrenberg, and Geoffrey and Lewis Elton his cousins. He moved to England with his parents in 1938, and attended Queen's College, Taunton. Subsequently he studied statistics at Kings College, Newcastle and Cambridge University.

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