1 The Cover Page
2 Introduction
 2.1 The Importance Of Statistics
 2.2 Introduction to Descriptive Statistics
  2.2.1 Introduction to Parameters
 2.3 Descriptive Statistics With Microsoft Excel
 2.4 Descriptive Statistics For Marketing
  2.4.1 Why Should You Expect Mistakes To Happen?
  2.4.2 How do things go wrong? A Possibility.
3 Probability
 3.1 Introduction to Probability
 3.2 Probability and Cross Classification Tables
4 Probability Distributions and Random Variables
 4.1 Random Variables
 4.2 General Formulas
  4.2.1 Expectation and Mean
  4.2.2 Expectation and Variance
  4.2.3 Expectation and Covariance
  4.2.4 Expectation and Variance of a Weighted Sum
  4.2.5 Expectation and Variance of an Average of Independently Identically Distributed Random Variables
  4.2.6 Useful Mathematical Formulas and Notation
 4.3 Select Discrete Random Variables
  4.3.1 Binomial Distribution
  4.3.2 Hypergeometric Distribution
  4.3.3 Poisson Distribution
 4.4 Select Continuous Random Variables
  4.4.1 Exponential Distribution
  4.4.2 Normal Distribution
   4.4.2.1 Standard Normal Distribution:
   4.4.2.2 The Distribution of the Average of I.I.D. Normally Distributed Random Variables
5 Introduction to Sampling and Sampling Distribution
 5.1 Sampling: The Basics
 5.2 Illustrative Examples
 5.3 Sampling Distribution
 5.4 Central Limit Theorem
6 Introduction to Inferential Statistics
 6.1 Concept Behind Inferential Statistics
  6.1.1 Hypothesis testing
  6.1.2 Confidence Intervals
 6.2 Hypothesis Tests and Confidence Intervals
  6.2.1 One Sample z-test and Confidence Interval
  6.2.2 Two Sample z-test and Confidence Interval
  6.2.3 One Sample z-test of Proportions and Confidence Interval
  6.2.4 Two Sample z-test of Proportions and Confidence Interval
  6.2.5 One Sample t-test and Confidence Interval
  6.2.6 Two Sample t-test and Confidence Interval
  6.2.7 Paired t-test and Confidence Interval
 6.3 Sample SPSS Output
 6.4 Two Sided P-value Into A One Sided P-value
7 Various Chi-Square Tests and Analysis of Variance
 7.1 Introduction to Chi-Square For Categorical Data
  7.1.1 Goodness of Fit Test
  7.1.2 Independence and Homogeneity Test
 7.2 Analysis of Variance
  7.2.1 One-way ANOVA
  7.2.2 Two-way ANOVA
 7.3 Sample SPSS Output
  7.3.1 Sample SPSS Output: Chi-Squared Test
  7.3.2 Sample SPSS Output: One-way ANOVA
8 Introduction to General Linear Models
 8.1 Simple Linear Regression
 8.2 Multiple Linear Regression Model and General Linear Model
 8.3 Incorporating Categorical Data Into A GLM
 8.4 Hypothesis Testing For GLM
 8.5 Sample SPSS Output for a General Linear Model
 8.6 Presenting a General Linear Model
 8.7 Introduction to Time Series Regression
  8.7.1 Introduction to Time Series
  8.7.2 Simple Linear Regression Applied to Time Series Data
   8.7.2.1 Time Series Model with Time Period as the Dependent Variable
   8.7.2.2 Time Series Model with the Previous Time Period Data as the Independent Variable
9 Supplemental Material
 9.1 What To Do When
 9.2 Data Analysis Projects
  9.2.1 General statements on data analysis projects
  9.2.2 The Data
  9.2.3 Sample Project