Book Recommendations

[Zara Hoseeini]

Hello Fellow researchers

Could I get some book recommendations for Quantitative Analysis in Marketing.

Also which software is good to start learning quant analysis. (I can use SPSS).

Thanks

[Shriya Sharma]

Good morning, mam

You can learn statistics with Andy Field's book DISCOVERING STATISTICS USING SPSS. 

The choice of software depends upon certain conditions, for example, whether the data is normal or not (when the data is normal, we use AMOS; when it is not, we use SmartPLS); whether the construct is reflective or formative (for reflective constructs, we use AMOS; for reflective or formative both, we use Smartpls); and the size of the sample (Smartpls also runs on small data of 100; for AMOS, a comparatively large sample is required).

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[Neeraj Kaushik]

Dear Zara

The following books may be referred 

For Research:
Research Methodology by CR Kothari
Marketing  Research by Naresh Malhotra

For Statistics:
Complete Business Statistics by Amir Aczel
Discovering Statistics using SPSS by Andy Field

For AMOS:
Principles and Practice of Structural Equation Modeling (Methodology in the Social Sciences) by Kline
Structural Equation Modeling With AMOS: Basic Concepts, Applications, and Programming (Multivariate Applications), 2nd edition by Barbara Byrne

For PLS:
A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) By Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt

Introduction to Mediation, Moderation, and Conditional Process Analysis:By Andrew F. Hayes

As regards choosing the best/appropriate software, you may refer to the videos of this playlist

https://www.youtube.com/playlist?list=PLzUJUtTJcj8SRCKCAsZegqr-gaRj6FLLx

Best wishes

Neeraj

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[JOSEPH JOHN FERNANDES]

Thanks sirji about info....sairam..

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