A Concise Guide to Market Research

The Process, Data, and Methods Using IBM SPSS Statistics

Business & Finance, Management & Leadership, Management, Marketing & Sales
Cover of the book A Concise Guide to Market Research by Erik Mooi, Marko Sarstedt, Springer Berlin Heidelberg
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Author: Erik Mooi, Marko Sarstedt ISBN: 9783642125416
Publisher: Springer Berlin Heidelberg Publication: February 1, 2011
Imprint: Springer Language: English
Author: Erik Mooi, Marko Sarstedt
ISBN: 9783642125416
Publisher: Springer Berlin Heidelberg
Publication: February 1, 2011
Imprint: Springer
Language: English

This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. Using the market research process as a framework, the authors explain how to collect and describe the necessary data and present the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis, and cluster analysis. An explanation is provided of the theoretical choices a market researcher has to make with regard to each technique, as well as how these are translated into actions in IBM SPSS Statistics. This includes a discussion of what the outputs mean and how they should be interpreted from a market research perspective. Each chapter concludes with a case study that illustrates the process based on real-world data. A comprehensive web appendix includes additional analysis techniques, datasets, video files and case studies. Several mobile tags in the text allow readers to quickly browse related web content using a mobile device.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. Using the market research process as a framework, the authors explain how to collect and describe the necessary data and present the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis, and cluster analysis. An explanation is provided of the theoretical choices a market researcher has to make with regard to each technique, as well as how these are translated into actions in IBM SPSS Statistics. This includes a discussion of what the outputs mean and how they should be interpreted from a market research perspective. Each chapter concludes with a case study that illustrates the process based on real-world data. A comprehensive web appendix includes additional analysis techniques, datasets, video files and case studies. Several mobile tags in the text allow readers to quickly browse related web content using a mobile device.

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