"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...

Contents: Introduction / Carsten Lund Pedersen, Adam Lindgreen, Thomas Ritter and Torsten Ringberg -- Part I: Foundations: Getting the basics right -- 1. Building small business utopia: How artificial intelligence and big data can increase small business success / Karen G. Mills and Annie V....

Contents: 1. Big data and marketing analytics -- 2. Exploratory research design -- 3. Descriptive research design -- 4. Causal research design -- 5. Other topics in research and analytics -- 6. Analytics 1: big data -- 7. Analytics 2: marketing analytics -- Index.

"This pioneering Handbook chronicles the research landscape of strategic leadership in what is referred to as the 'Fourth Industrial Revolution' : a fusion of technologies and systems which blurs the boundaries between the digital, physical and biological spheres. In this Handbook, leading...