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.
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.