- Offers a step-by-step guide through eleven techniques using the common SPSS tool and the steps required to perform analysis =, with a specific focus on marketing and consumer behaviour research. - Introductory textbook for advanced undergraduate and postgraduate students studying marketing analytics, which is a "hot" and increasingly essential topic. - Techniques are fully illustrated by screenshots from SPSS, alongside practical exercises to equip students with the tools to apply statistics in marketing and consumer research. - Support material includes two real datasets to illustrate the techniques' applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes.