Research, textbooks, templates, and open-source tools for marketing, statistics, and management education.
Senior Lecturer at the Qasim Ibrahim School of Business, Villa College, Malé, Maldives. This site brings together research outputs, textbooks, templates, and browser-based tools for management, marketing, and statistics. Current work centres on practical analytics, open teaching materials, and decision-support tools designed for direct classroom use and independent study.
A Practical Guide for Students and Early-Career Researchers
A published open textbook on rigorous quantitative analysis for small samples. Covers exact and resampling tests, nonparametric methods, penalised and Bayesian regression, missing data, and five worked R projects. Free to read under CC BY 4.0. DOI: 10.5281/zenodo.20221929
Statistics for Managers
A Quarto-based textbook and teaching suite for management students and practitioners. The first public release is being proofread ahead of a planned June 2026 launch, with the book, decks, datasets, and Moodle-ready teaching materials being finalised together.
Digital Campaign Strategy & Responsible AI
A Villa College course textbook (DMS505) teaching digital marketing as an evidence-to-decision system, publishing on a rolling basis: Weeks 1–3 of 15 are live now.
Applied Methods for Managers
A twelve-chapter marketing analytics textbook in proofreading, the applied companion to Data-Driven Management, covering customer analysis, campaign measurement, attribution, forecasting, and AI-assisted reporting.
Ten downloadable Excel tools for campaign planning, sales visibility, forecasting, segmentation, and marketing performance measurement. The full collection now lives in the Marketing Decision Toolkit repository.
A public GitHub collection of ten Excel workbooks covering campaign ROI, CAC, CLV, churn, funnel analysis, revenue forecasting, RFM segmentation, break-even analysis, and competitive positioning.
Compare spend, revenue, and ROI across marketing channels.
Track deal stages, weighted pipeline value, and rep-level performance.
Build a 12-month scenario forecast with actual-versus-plan tracking.
surveyframe is live on CRAN, an R package for end-to-end survey research workflows. StatChooser is its free companion web tool: answer four short questions and get a recommended statistical test with assumptions, runnable R code, JASP steps, and a ready survey skeleton. The next FlairMI software line is in active testing: QuartoPad focuses on Quarto authoring, TrimWrite on revision and voice cleanup, and Ethos on survey workflow from instrument design to reproducible reporting.
An R package for end-to-end survey research workflows: visual instrument design via SurveyBuilder or SurveyStudio, static HTML survey export, Shiny module, response quality checking, scale scoring, psychometric diagnostics, analysis-plan execution, codebook generation, and reproducible HTML reporting. Powered by the .sframe format with SHA-256 integrity checking.
A free, static web tool that recommends a statistical test from four short questions about your research goal, design, data, and measurement level. Every recommendation includes the test assumptions, runnable surveyframe R code, JASP steps, an APA reporting sentence, a small-sample note, and a ready-to-adopt survey skeleton. Companion front end to the surveyframe R package.
A local, browser-based editor for Quarto projects with live rendering, chunk execution, citation tools, and dataset previews. Built as an R package for local-first Quarto workflows.
A revision tool for checking AI-like phrasing, flattening repetitive voice patterns, and tightening final drafts before publication or submission. Positioned alongside QuartoPad as part of the same writing workflow.
A survey workflow product that links instrument design, versioned publishing, defensible data collection, guided analysis, and reproducible reporting.
Small browser-based utilities built for practical teaching and everyday decision support. The current collection includes Price Memory for local grocery price tracking and Margin Guard for promotion break-even analysis.
A local grocery price tracker built as a single-page web app. It stores item, store, price, and date in IndexedDB so you can build a personal price history and check whether a sale is actually below your usual price.
A single-page promotion break-even calculator for pricing and campaign decisions. It compares baseline contribution against promo-period contribution and shows discount depth, promo contribution per unit, break-even units, required unit lift, and expected net contribution delta.
The primary statistical environment used across the statistics teaching suite and related course materials. It supports descriptive statistics, modelling, and reproducible reporting for classroom and research workflows.
Point-and-click statistical analysis tools recommended for students new to quantitative methods. Covered in the open-source research workshop series as no-cost SPSS alternatives.
The publishing system behind the statistics teaching suite. It is used to produce the book, companion site, lecture decks, and related teaching materials from a single source project.
Reference management recommended to all postgraduate students. Covered in the open-source research workshop as a free alternative to Mendeley or EndNote.
Practical, reproducible statistical tutorials for marketing professionals. Each post includes interactive WebR code: run R directly in the browser, alongside real business cases, decision frameworks, and sample size planning. No installation is required.
Senior Lecturer, Qasim Ibrahim School of Business, Villa College, Malé, Maldives
Use this form if you want updates on new tools, collaboration, or teaching-related enquiries.