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Introduction to Business Analytics
Introduction to Business Analytics

Introduction to Business Analytics

ISBN10: 1265454345 | ISBN13: 9781265454340
By Marcia Watson and Vernon Richardson

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* The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.

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Introduction to Business Analytics recognizes that students need to develop the skills to ask the right questions, learn to use common workplace tools (such as Excel®, Tableau®, and Power BI®) to examine and analyze data, and interpret results accurately and effectively to make business decisions. Richardson provides a framework for developing a business analytics mindset called the SOAR analytics model which is composed of four steps— Specify the question, Obtain the data, analyze the data, and report the results. This model is used throughout the text in conjunction with the various types of data analysis that analysts need to perform. The lab activities, which appear at the end of each chapter, follow this framework to reinforce the analytical process. A capstone in the final chapter provides three projects that apply the complete SOAR model. 

Chapter 1: Specify the Question: Using Business Analytics to Address Business Questions  

Chapter 2: Obtain the Data: An Introduction to Business Data Sources  

Chapter 3: Analyze the Data: Basic Statistics and Tools Required in Business Analytics  

Chapter 4: Analyze the Data: Exploratory Business Analytics (Descriptive Analytics and Diagnostic Analytics)  

Chapter 5: Analyze the Data: Confirmatory Business Analytics (Predictive Analytics and Prescriptive Analytics)  

Chapter 6: Report the Results: Using Data Visualization  

Chapter 7: Marketing Analytics  

Chapter 8: Accounting Analytics  

Chapter 9: Financial Analytics  

Chapter 10: Operations Analytics  

Chapter 11: Advanced Business Analytics  

Chapter 12: Using the SOAR Analytics Model to Put It All Together: Three Capstone Projects  

Appendix A: Excel Tutorial (Formatting, Sorting, Filtering, and Using Pivot Tables)  

Appendix B: Tableau Tutorial  

Appendix C: Power BI Desktop Tutorial  

Appendix D: Basic Statistics Tutorial  

Appendix E: Installing Excel’s Analysis ToolPak Add-In  

Appendix F: Installing Excel’s Solver Add-In  

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About the Author

Marcia Watson

Marcia Weidenmier Watson is the Jesse H. Jones Distinguished Professor of Accounting at Trinity University. She received her Accounting from The College of William and Mary, and an M.B.A. in Accounting and Information Systems Management as well as a Ph.D. in Accounting from the University of Texas at Austin. She has taught students at Trinity University, UNC Charlotte, Mississippi State University, TCU, and the University of Texas at Austin. Prior to receiving her Ph.D., she worked at Price Waterhouse as a financial systems consultant, helping to implement Oracle enterprise systems and streamline business processes.
Dr. Watson is a member of the American Accounting Association. She served as the American Accounting Association Accounting Information Systems Section Newsletter Editor from 2005 through 2021. She was recognized for outstanding service to the American Accounting Association Accounting Information Systems Section in 2008 and 2019. Dr. Watson has published articles in Accounting Horizons, Advances in Management Accounting, International Journal of Accounting Information Systems, Issues in Accounting Education, Journal of Accountancy, Journal of Accounting Education, Journal of Information Systems, and MIS Quarterly.

Vernon Richardson

Vernon J. Richardson is a Distinguished Professor of Accounting and the G. William Glezen Chair in the Sam M. Walton College of Business at the University of Arkansas and a visiting professor at Baruch College. He received his BS. Master’s of Accountancy, and MBA from Brigham Young University and a PhD in accounting from the University of Illinois at Urbana-Champaign. He has taught students at the University of Arkansas, University of Illinois, Brigham Young University, and University of Kansas and internationally at Chinese University of Hong Kong Shenzhen, Aarhus University, the China Europe International Business School (Shanghai), Xi'an Jiaotong Liverpool University, and the University of Technology Sydney.

Dr. Richardson is a member of the American Accounting Association. He has served as president of the American Accounting Association Information Systems section. He previously served as an editor of The Accounting Review and is currently an editor at Accounting Horizons. He has published articles in The Accounting Review, Journal of Information Systems, Journal of Accounting and Economics, Contemporary Accounting Research, MIS Quarterly, International Journal of Accounting Information Systems, Journal of Management Information Systems, Journal of Operations Management, and Journal of Marketing. Dr. Richardson is also a co-author of McGraw-Hill’s Introduction to Data Analytics for Accounting, Data Analytics for Accounting and Introduction to Business Analytics textbooks.


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