Excel 2016 for Advertising Statistics

Thomas J. Quirk is Professor of Marketing in the Walker School of Business and Technology at Webster University in St. Louis, Missouri, where he teaches Marketing Statistics, Marketing Research, and Pricing Strategies. He holds both an M.A. in Education and a Ph.D. in Educational Psychology from Stanford University, a B.S. in Mathematics from John Carroll University, and an M.B.A. from the University of Missouri-St. Louis. He researched full-time for six years at the American Institutes for Research in Palo, Alto, California, and the Educational Testing Service in Princeton, New Jersey. He has published over 20 articles in professional journals, and presented more than 20 papers at professional conferences. Professor Quirk has published over 30 statistics book with Springer, covering twelve subject areas (business, education, psychology, social science, biological and life sciences, physical sciences, engineering, human resource management, health services management, environmental sciences, and marketing) using four versions of Excel (2007, 2010, 2013, 2016).

Eric Rhiney is Associate Professor of Marketing in the George Herbert Walker School of Business & Technology at Webster University in St. Louis, Missouri (US) where he teaches Research Design, Marketing Research and Marketing Strategies. He did marketing research professionally for over ten years engaging in research for companies such as Pizza Hut, Monsanto, Chrysler and Hardee's. He is involved in several quantitative research studies focused on in-group out-group orientation on consumer attitudes, digital marketing behavior, and cross-cultural marketing and has presented is work at a number of conferences, including The American Marketing Association, the International Business Association, and the Marketing Management Association and the University of Missouri-St. Louis Digital Marketing Conference.

This text is a step-by-step guide for students taking a first course in statistics for advertising and for advertising managers and practitioners who want to learn how to use Excel to solve practical statistics problems in in the workplace, whether or not they have taken a course in statistics.

Excel 2016 for Advertising Statistics explains statistical formulas and offers practical examples for how students can solve real-world advertising statistics problems. This book leaves detailed explanations of statistical theory to other statistics textbooks and focuses entirely on practical, real-world problem solving.

Each chapter briefly explains a topic and then demonstrates how to use Excel commands and formulas to solve specific advertising statistics problems. This book gives practice in using Excel in two different ways: (1) writing formulas (e.g., confidence interval about the mean, one-group t-test, two-group t-test, correlation) and (2) using Excel's drop-down formula menus (e.g., simple linear regression, multiple correlation and multiple regression, and one-way ANOVA). Three practice problems are provided at the end of each chapter, along with their solutions in an Appendix. An additional Practice Test allows readers to test their understanding of each chapter by attempting to solve a specific practical advertising statistics problem using Excel; the solution to each of these problems is also given in an Appendix.

· Includes 167 illustrations in color

· Suitable for undergraduates or graduate students

Presents key steps and examples to solve practical, easy-to-understand advertising problems using Excel 2016