Abstract

In this age of generative AI, it's essential to learn how to interpret statistical analysis without blindly accepting results.

"Does that difference really make sense?" "Can we really trust that 'effective' claim?"
In this age of generative AI, are you unsure how to make that judgment? Ultimately, you can rely on a solid foundation in statistics!

This book is an introductory guide for liberal arts marketers who are intimidated by statistics and mathematical formulas. It gently explains the fundamentals of statistical analysis from scratch, enabling you to correctly interpret data and utilize it for decision-making.

Without focusing on understanding complex formulas, it concentrates on the essence of statistical analysis, keeping in mind practical applications such as "why do we perform this analysis?" and "how do we interpret the results?" Even with little to no prior statistical knowledge, you'll naturally acquire the thinking skills necessary for practical marketing as you read.

It also covers the basic usage of the free statistical analysis software "R." You can effortlessly acquire the skills to handle and analyze data yourself.

In an age where generative AI supports advanced analysis, learning the fundamentals of statistics and R is especially meaningful. While AI presents analysis results and interpretations, it is humans who judge the validity of the assumptions and how to use the results. Without an understanding of statistics, there is a risk of blindly accepting AI output and making incorrect decisions. By grasping the fundamentals of statistics necessary for marketing and experiencing the analysis process with R, you will gain insight into "what kind of analysis is possible" and "what to pay attention to."

This book is an excellent introduction to "the ability to make judgments = statistical literacy," which is required in the age of generative AI.

Author’s Information

- Hidehiko Nishikawa
Professor, Faculty of Business Administration and Graduate School of Business Administration, Hosei University. He completed his doctoral program at the Graduate School of Business Administration, Kobe University, and holds a PhD in Commerce. After serving as a director at World Co., Ltd. and Muji Net Co., Ltd., and as an associate professor and professor at the Faculty of Business Administration, Ritsumeikan University, he assumed his current position in 2010. He has previously served as Dean of the Graduate School of Business Administration, Hosei University, President of the Japan Marketing Association, and outside director of several companies. His major publications include "Digital Marketing from Scratch" (co-edited, Sekigakusha, winner of the 2019 Japan Marketing Book Award), "Product Planning from Scratch" (co-edited, Sekigakusha), "Internet Literacy: Determinants of Social Media Use" (co-authored, Hakuto Shobo), and "The Value of Marketing Crowdsourced New Products as Such: Evidence from Two Randomized Field Experiments" (co-authored, Journal of Marketing Research, 54(4)). His specialties are digital marketing and user innovation.

- Kei Saho: Business writer/science writer. After graduating from Waseda University's School of Letters, Arts and Sciences I, he worked in various professions before becoming a freelance journalist and editor. Currently, he is active in publications such as "Nikkei XTrend" (Nikkei BP), "Otona no Kagaku Magazine" (Gakken), and "RIKEN NEWS" (RIKEN). His major works include "Doganne: A Detailed Biography of Koga Tsunetsujiro" (Nikkei BP Consulting), and under the pen name "Samiya Kei," "The Life of Tsuruta Kinshi, the Genius Biwa Player in Male Attire" (Asahi Bunko), a paperback edition of "Sawari," the winner of the 17th Shogakukan Nonfiction Award of Excellence, "Taiwanese Distribution Revolution: Business Hints Learned from Xu Chongjen, the Father of Distribution" (Chikuma Shinsho), and "Relativity Theory for 16-Year-Olds: A Summer Vacation Challenging Einstein" (Chikuma Primer Shinsho).