Taking the Fear Out of Data Analysis

Completely Revised, Significantly Extended and Still Fun

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

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.

‘Written with wry wit and incredible clarity, the authors provide the reader with a detailed understanding of seminal issues in data analysis. A masterful work that truly does “take the fear out of data analysis” – this book is a rare treat indeed.’
– David A. Griffith, Mays Business School, Texas A&M University, US

‘Written by a proficient team of authors, Taking the Fear out of Data Analysis is a fascinating … ah, forget the marketing blurb. This is a great text, you should read it! There is no doubt that you will devour this book in no time and learn a lot about statistics on the way.'
– Marko Sarstedt, Ludwig-Maximilians-University (LMU), Germany

‘Statistics. I know – you hate it. It’s hard and confusing. Students of all levels find the topic hard. I tell them to get this book. And no! They cannot borrow mine, I don’t want to lose it. Diamantopoulos, Schlegelmilch and Halkias knock another one out of the park with this excellent introduction to a great array of statistical issues. They start right at the beginning – which is always a good place to start if you’re a beginner – and gently, often hilariously, and successfully guide the reader through the various learning moments that need to be negotiated if one is to become fearless in the face of columns of data. Priceless.’
– John Cadogan, School of Business and Economics, Loughborough University, UK

‘The new edition of this book provides excellent guidance to data knowledge and competence using a problem-solving approach. With the digital becoming increasingly important, analytical skills should be key competencies in everybody’s daily life. To achieve this goal, Taking the Fear out of Data Analysis is highly recommended.’
– Zhongming Wang, Zhejiang University, China

新版本是increa,显著延长singly relevant as the world of quantitative methods has kept on expanding, in part due to an explosion in software programs that scholars can use seemingly without much understanding. Do not let the light-hearted nature of this book fool you. It is a statistics book that carefully leads authors through all the necessary stages of analysis. It effortlessly explains the analysis details and assumptions that PhD examiners, journal reviewers, and conference presentation audience members insist on raising. This excellent new edition is destined to be very well thumbed.’
– Matthew Robson, Cardiff Business School, UK