R for Marketing Research and Analytics

The authors, two leading-edge marketing scientists, spotted a gap: while there are scores of books on R, until now none have been aimed specifically at marketing research. This is an excellent R book - one of the best of the many I've read - and will be valuable both to marketing scientists new to R and data scientists who do not work in marketing but would like to know more about marketing science.

I think it is great. However, since Chris is my son, I may be some what prejudiced.

There are many things to commend about this book.First and foremost, this is the first major and successful attempt to present analytic techniques to marketing researchers from a modern perspective.