The main theme of this monograph is “comparative statistical inference. ” While the topics covered have been carefully selected (they are, for example, restricted to pr- lems of statistical estimation), my aim is to provide ideas and examples which will assist a statistician, or a statistical practitioner, in comparing the performance one can expect from using either Bayesian or classical (aka, frequentist) solutions in - timation problems. Before investing the hours it will take to read this monograph, one might well want to know what sets it apart from other treatises on comparative inference. The two books that are closest to the present work are the well-known tomes by Barnett (1999) and Cox (2006). These books do indeed consider the c- ceptual and methodological differences between Bayesian and frequentist methods.

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What is largely absent from them, however, are answers to the question: “which - proach should one use in a given problem?” It is this latter issue that this monograph is intended to investigate. There are many books on Bayesian inference, including, for example, the widely used texts by Carlin and Louis (2008) and Gelman, Carlin, Stern and Rubin (2004).

These books differ from the present work in that they begin with the premise that a Bayesian treatment is called for and then provide guidance on how a Bayesian an- ysis should be executed. Similarly, there are many books written from a classical perspective.

This Bayesian modeling book provides a self-contained entry to computational Bayesian statistics. Focusing on the most standard statistical models and backed up by real datasets and an all-inclusive R (CRAN) package called bayess, the book provides an operational methodology for conducting Bayesian inference, rather than focusing on its theoretical and philosophical justifications. Readers are empowered to participate in the real-life data analysis situations depicted here from the beginning. Special attention is paid to the derivation of prior distributions in each case and specific reference solutions are given for each of the models. Similarly, computational details are worked out to lead the reader towards an effective programming of the methods given in the book. In particular, all R codes are discussed with enough detail to make them readily understandable and expandable.

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Bayesian Essentials with R can be used as a textbook at both undergraduate and graduate levels. It is particularly useful with students in professional degree programs and scientists to analyze data the Bayesian way. The text will also enhance introductory courses on Bayesian statistics. Prerequisites for the book are an undergraduate background in probability and statistics, if not in Bayesian statistics. The past decade has seen a dramatic increase in the use of Bayesian methods in marketing due, in part, to computational and modelling breakthroughs, making its implementation ideal for many marketing problems. Bayesian analyses can now be conducted over a wide range of marketing problems, from new product introduction to pricing, and with a wide variety of different data sources.

Bayesian Statistics and Marketing describes the basic advantages of the Bayesian approach, detailing the nature of the computational revolution. Examples contained include household and consumer panel data on product purchases and survey data, demand models based on micro-economic theory and random effect models used to pool data among respondents.

The book also discusses the theory and practical use of MCMC methods. Written by the leading experts in the field, this unique book: Presents a unified treatment of Bayesian methods in marketing, with common notation and algorithms for estimating the models. Provides a self-contained introduction to Bayesian methods.

Includes case studies drawn from the authors’ recent research to illustrate how Bayesian methods can be extended to apply to many important marketing problems. Is accompanied by an R package, bayesm, which implements all of the models and methods in the book and includes many datasets.

In addition the book’s website hosts datasets and R code for the case studies. Bayesian Statistics and Marketing provides a platform for researchers in marketing to analyse their data with state-of-the-art methods and develop new models of consumer behaviour. It provides a unified reference for cutting-edge marketing researchers, as well as an invaluable guide to this growing area for both graduate students and professors, alike.