The text provides a three-part structure. First, the authors begin each major topic by developing students' statistical intuition through applications. Then, they provide illustrative examples for support. Finally, for those courses where it will be valuable, they describe relevant mathematical underpinnings with vectors and matrix algebra. Additionally, each chapter follows a standard format. This format begins by discussing a general set of research objectives, followed by illustrative examples of problems in different areas. Then it provides an explanation of how each method works, followed by a sample problem, application of the technique, and interpretation of results.

About the Author

James M. Lattin James M. Lattin is the Robert A. Magowan Professor of Marketing at the Graduate School of Business, Stanford University. He holds an A.B. from Dartmouth College and a Ph.D. in Management Science from the Sloan School of Management at Massachusetts Institute of Technology. Dr. Lattin has been at Stanford since 1984, where he has taught courses in marketing management and data analysis in the M.B.A. and Ph.D. programs; he has also taught extensively in the executive education programs offered by the Graduate School of Business. Dr. Lattin’s research interests include choice behavior, database marketing, and models of customer acquisition and retention. His research has won awards from the American Marketing Association in 1984, the Journal of Retailing in 1992, and the William O’Dell Award from the Journal of Marketing Research in 1996; he was also a finalist for the 1998 John D. C. Little Award for best paper in marketing science and a winner of the 1999 Frank M. Bass Award from the INFORMS College on Marketing. Dr. Lattin has done consulting and executive teaching for a number of companies, including Adobe Systems, Microsoft, and Eli Lilly. He is a member of the marketing advisory committee for the Stanford Federal Credit Union and an advisory board member of several start-up companies, including Bonustree.com, Design Within Reach, and MS2, Inc. J. Douglas Carroll J. Douglas Carroll is Board of Governors Professor of Management and Psychology at the Graduate School of Management of Rutgers University. He received his Ph.D. from Princeton University in Psychology (Psychometrics and Mathematical Psychology), with a minor in Mathematics in 1963. Formerly a Distinguished Member of Technical Staff at AT&T Bell Laboratories, Dr. Carroll’s research is on multidimensional scaling and related techniques of data analysis, especially as applied to marketing and psychology. Dr. Carroll is an Associate Editor of Psychometrika, serves on the editorial boards of the Journal of Marketing Research and the Journal of Classification, has been a Consulting Editor for the Journal of Experimental Psychology: General, and is an editorial consultant for numerous other scientific and professional journals. He is a Fellow of the American Psychological Association (APA), the American Psychological Society (APS), the American Statistical Association (ASA), and theAmerican Association for theAdvancement of Science (AAAS). He is past President of the Classification Society of North America (CSNA), the Psychometric Society, the Society of Multivariate Experimental Psychology (SMEP), and Division 5, the Division of Evaluation, Measurement and Statistics, of the APA, as well as past Chair of the Statistics in Marketing Section of the ASA. He was a member of the Founding Council of the International Federation of Classification Societies (IFCS) and is past President of IFCS. Dr. Carroll was corecipient of the Alpha Kappa Psi Award for the most distinguished paper in the Journal of Marketing for 1981 and of the 1989 JAMS Best Article Award for the best paper in the Journal of the Academy of Marketing Science. He has received the Distinguished Scientific Contribution Award from the APA, and the William James Fellow Award from the APS. Paul E. Green Paul E. Green is Professor of Marketing at the Wharton School, University of Pennsylvania. His research emphasizes quantitative methods and new measurement techniques in market analysis and consumer research. He is author or coauthor of 15 books and 5 monographs. His past industry experience has involved such firms as E. I. DuPont de Nemours and Sun Oil Company; recent consulting clients include Air Products, IBM, Bristol-Myers Squibb, Subaru, AT&T, Pfizer, and Marriott. Dr. Green has been honored for his research by the American Marketing Association, the American Statistical Association, the Association for Consumer Research, the Marketing Science Institute, and the Market Research Society (British). He has received the Parlin Award for the Advancement of Science in Marketing, the Paul D. Converse Award in Marketing Theory, and for best articles, the AMA’s Alpha Kappa Psi Award (three-time winner) and the William O’Dell Award. He is a Fellow of the American Statistical Association, the Decision Sciences Institute, the Association for Consumer Research, the Academy of Marketing Science, and the Attitude Research Hall of Fame. He received the AMA/Irwin Marketing Educator of the Year Award in 1991 and the Academy of Marketing Science Distinguished Educator of the Year Award in 1992. In 1996, the American Marketing Association established the Paul Green Award for the Journal of Marketing Research article that “exhibits the most potential to contribute significantly to the practice of marketing research and research in marketing.” In that same year, Dr. Green became the first recipient of the Gilbert A. Churchill, Jr. Award for “lifetime achievement in marketing research.”