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Marketing Analytics (BUS532)

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1. Advanced issues in partial least squares structural equation modeling

Joseph F. Hair, Jr., Marko Sarstedt, Christian M. Ringle, Siegfried P. Gudergan

BUS532

2. Business research methods

Emma Bell, Alan Bryman, Bill Harley

BUS532

BUS320

BUS235

BUS531

3. Case study research and applications : design and methods

Robert K. Yin

BUS532

4. The coding manual for qualitative researchers

Johnny Saldaña

CP605

BUS532

5. The content analysis guidebook

Kimberly A. Neuendorf

Thousand Oaks, Calif. ; London : SAGE, c2017

BUS532

6. The handbook of data science and AI : generate value from data with machine learning and data analytics

Stefan Papp ... [et al.]

Munich, Germany : Carl Hanser Verlag, 2022

BUS532

7. An introduction to R and Python for data analysis : a side by side approach

Taylor R. Brown

BUS532

8. An introduction to text mining : research design, data collection, and analysis

Gabe Ignatow, University of North Texas, Rada F. Mihalcea, University of Michigan

BUS532

9. Marketing analytics : a machine learning approach

edited by A. Mansurali, P. Mary Jeyanthi

BUS532

10. Marketing analytics : a practical guide to improving consumer insights using data techniques

Mike Grigsby

BUS532

BUS240

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