R for Marketing Research and Analytics is the perfect book for those interested in
driving success for their business and for students looking to get an introduction
to R. While many books take a purely academic approach, Chapman (Google) and
Feit (formerly of GM and the Modellers) know exactly what is needed for practical
marketing problem solving. I am an expert R user, yet had never thought about a
textbook that provides the soup-to-nuts way that Chapman and Feit do: show how to
load a data set, explore it using visualization techniques, analyze it using statistical
models, and then demonstrate the business implications. It is a book that I wish I
had written.
Eric Bradlow, K.P. Chao Professor, Chairperson, Wharton Marketing Department
and Co-Director, Wharton Customer Analytics Initiative
R for Marketing Research and Analytics provides an excellent introduction to the R
statistical package for marketing researchers. This is a must-have book for anyone
who seriously pursues analytics in the field of marketing. R is the software gold
standard in the research industry, and this book provides an introduction to R and
shows how to run the analysis. Topics range from graphics and exploratory methods
to confirmatory methods including structural equation modeling, all illustrated with
data. A great contribution to the field!
Greg Allenby, Helen C. Kurtz Chair in Marketing, Professor of Marketing,
Professor of Statistics, Ohio State University
Chris Chapman’s and Elea Feit’s engaging and authoritative book nicely fills a gap
in the literature. At last we have an accessible book that presents core marketing
research methods using the tools and vernacular of modern data science. The book
will enable marketing researchers to up their game by adopting the R statistical
compu









ting environment. And data scientists with an interest in marketing problems
now have a reference that speaks to them in their language.
James Guszcza, Chief Data Scientist, Deloitte Consulting – US
v
vi Praise for R for Marketing Research and Analytics
Finally a highly accessible guide for getting started with R. Feit and Chapman have
applied years of lessons learned to developing this easy-to-use guide, designed to
quickly build a strong foundation for applying R to sound analysis. The authors
succeed in demystifying R by employing a likeable and practical writing style,
along with sensible organization and comfortable pacing of the material. In addition to covering all the most important analysis techniques, the authors are generous
throughout in providing tips for optimizing R’s efficiency and identifying common
pitfalls. With this guide, anyone interested in R can begin using it confidently in
a short period of time for analysis, visualization, and for more advanced analytics
procedures. R for Marketing Research and Analytics is the perfect guide and reference text for the casual and advanced user alike.
Matt Valle, Executive Vice President, Global Key Account Management –
GfK