MARKETING RESEARCH WITH SAS ENTERPRISE GUIDE
Book ID/图书代码： 05230011B48081
English Summary/英文概要： Many marketing researchers, companies and business schools need to use statistical procedures and accurately interpret the result, that’s why the SAS® Enterprise Guide software, which uses a user-friendly drag-and-drop menu to extract statistical information, is so popular. Marketing Research with SAS Enterprise Guide includes 236 screen shots to provide a detailed explanation of the SAS® Enterprise Guide software. Based on a step-by-step approach and real managerial situations, it guides the reader to an understanding of the use of statistical methods. It demonstrates ways of extracting information, collating it to provide reliable knowledge, and how to use these insights to solve day-to-day business and research problems.
SAS ® offers a stand-alone marketing research tool by means of the SAS® OnDemand Enterprise Guide solution for academics and business professionals, and this straightforward, pragmatic reference manual will help:
- professional marketers who use statistical procedures in SAS® Enterprise Guide;
- undergraduate and postgraduate students in academic programmes in which marketing research and research methodology are taught;
- all researchers analyzing survey-based data in a wide range of frontier domains like psychology, finance, accountancy, negotiation, communication, sociology, criminology, management, information systems, etc.
More information on the book structure, the SAS® (OnDemand) Enterprise Guide solution, and how to freely request the datasets used in the book is available on http://www.MarketingResearchwithSASEnterpriseGuide.com
Chinese Summary/中文概要： 许多市场营销研究者，公司和商学院，需要用统计程序准确地解释结果，这就是为什么SAS®企业指南软件如此受欢迎的原因，SAS使用用户友好的拖放菜单提取统计信息。本书包括236屏幕截图，对SAS ®企业指导软件进行详细解释。基于一个循序渐进的方法和管理情境，本书引导读者了解统计方法的使用。它演示了如何提取信息，整理并提供可靠的知识，以及如何运用这些见解去解决日常业务和研究问题。 SAS ®是一个独立的营销研究工具，通过为学术和商业提供所需的企业指导解决方案，这个简单易懂，实用的参考手册将有益于：
-使用SAS® 企业指导统计程序的专业市场营销人员；
-上市场研究和研究方法课程的本科和研究生；
-分析调查数据的广泛前沿学科领域中的研究者，如心理学，财务，会计，谈判，沟通，社会学，犯罪学，管理，信息系统，等等。
本书结构的更多信息，SAS ®企业指导解决方案，以及如何自由调用书中数据，请参考：http://www.marketingresearchwithsasenterpriseguide.com(兼职翻译-LNL)
Awards/获奖情况：
About the Author/作者介绍： 克里斯托夫.科森蒙特教授是法国IÉSEG管理学院的市场营销教授。他已发表多篇国际同行评审期刊论文，主要研究方向为客户智库，B2B智库，直销及分析性客户关系管理。多年来以总部位于布鲁塞尔的公司的研究助理身份，通过在不同产业做一些真实的研究项目，提高了自己的实践经验，他专注于高附加值业务的深度学术研究。科森蒙特教授是BAQMaR的创始人和委员会成员，BAQMaR是欧洲最大的定量和定性市场研究协会。 娜塔丽.德莫琳是法国IÉSEG管理学院的市场营销教授。她目前研究主题在忠诚，等待时间和服务和零售行业中的感官营销。她的论文发表在法国和国际同行评审期刊上。
卡林纳.哈利是法国IÉSEG管理学院的市场营销教授。她研究集中在对消费者行为以及在市场和健康预防沟通上的说服机制。10年来她在多元化的公司和领域中市场营销部门的B2B和 B2C经验，极大地有助于其务实的研究和教学。
Kristof Coussement is Professor of Marketing at IÉSEG School of Management, France. He has published in international peer-reviewed journals and his main research interests are all aspects in Customer Intelligence, B2B Intelligence, Direct marketing and analytical CRM. Improving his ’practical’ experience over the years by doing several real-life research projects in a different number of industries as research associate of a Brussels-based company, he mainly focuses on profound academic research with a high-added value to business. Professor Coussement is founder and committee member of BAQMaR, the largest European Association for Quantitative & Qualitative Marketing Research.
Nathalie Demoulin is Professor of Marketing at IESEG School of Management, France. She is currently researching topics in loyalty, waiting time and sensorial marketing in service and retailing sectors. She has published in French and international peer-reviewed journals.
Karine Charry is Professor at IÉSEG School of Management, France. Her research focuses on consumer behaviour as well as persuasion mechanisms in marketing and health prevention communications. Her ten-year experience in marketing departments of a diversity of companies and sectors in B-to-B and B-to-C contributes to the pragmatic approach of her publications and teaching.
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