Books
Quantitative Analysis with Small Samples
A practical guide for students and early-career researchers working with small samples: pilot data, limited recruitment or constrained field settings, where the wrong method choice is most costly. Covers exact tests, resampling, nonparametric methods and Bayesian regression across 18 chapters and 5 worked R projects. Published 16 May 2026, free to read online under CC BY 4.0.
Written for taught-masters and early-career PhD researchers, and for analysts and practitioners working with samples of roughly 10 to 100 cases in education, health, business and social-science settings.
Decision Making for Management
A Student Textbook for Data-Informed Managerial Judgement. A Villa College course textbook teaching descriptive and inferential statistics through management decisions. Each chapter opens with a decision a manager faces, works from one teaching dataset of 200 customer records and runs every analysis in JASP or in PocketStat, a browser-based tool that needs no installation. Publishing on a rolling basis: the first two chapters are live now, covering data, measurement scales and descriptive statistics, and JASP and the normal distribution.
Written for undergraduate business and management students meeting statistics for the first time, and for managers who need to judge the numbers they are handed before acting on them.
The Evidence-Based Digital Marketer
Digital Campaign Strategy, Open Marketing Analytics, and Responsible AI. A Villa College course textbook (MKTG3001) teaching digital marketing as an evidence-to-decision system: audience research, measurable objectives, persuasive content, channel strategy, measurement, automation and responsible AI use. Every chapter provides an open-source or free-access practice route. Publishing on a rolling basis: six of 15 weeks are live now, covering digital population research, classic-to-digital planning, persuasive imagery, messaging, display and YouTube, and search engine optimisation.
Written for Villa College MKTG3001 students, and for any marketer or analyst who wants an evidence-first, open-practice route through digital marketing strategy rather than a platform-vendor playbook.