Taking the Fear Out of Data Analysis: Completely Revised, Significantly Extended and Still Fun

Taking the Fear Out of Data Analysis provides readers with the necessary knowledge and skills to understand, perform, and interpret quantitative data analysis effectively. Acknowledging that people often dislike statistics and quantitative methods, this book illustrates that statistical reasoning can be a fun and intuitive part of our lives.

Key Features:

• Split into three sections covering how to understand data, preparing data for analysis and carrying out the analysis
• Blends theory with practical examples in a logical and straightforward manner to guide readers in making sense of statistical inference
• Offers universal knowledge that can be applied to a variety of software applications with limited technical complexity to aid the learning process
• Short and concise chapters focusing on the essence of the topics covered, such as analytical techniques that are typically used in behavioral and social science research

Significantly revised and updated, this textbook is an essential text for both undergraduate and postgraduate students in fields such as information systems, international business and marketing. It will also be beneficial for practitioners involved in data science, data analytics, and market research.

Adamantios Diamantopoulos, Professor of International Marketing, Department of Marketing and International Business, University of Vienna, Bodo B. Schlegelmilch, Professor of International Marketing Management, Department of Marketing, WU Vienna, Austria and Georgios Halkias, Associate Professor of Marketing and Behavioral Research, Department of Marketing, Copenhagen Business School, Denmark