A Concise Guide to Market Research. the Process, Data, and Methods Using Ibm Spss Statistics

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A Concise Guide to Market Research. the Process, Data, and Methods Using Ibm Spss Statistics

by Erik Mooi

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Format: Hardback

Publisher: Springer

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The following ISBNs are associated with this title:

ISBN - 10: 3642125409

ISBN - 13: 9783642125409

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Hardback, This listing is a new book, a title currently in-print which we order directly and immediately from the publisher.

From the Publisher

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.

Used books: 1 more copy of this item is available

A Concise Guide to Market Research: the Process, Data, and Methods Using Ibm Spss Statistics

A Concise Guide to Market Research: the Process, Data, and Methods Using Ibm Spss Statistics

by Marko Sarstedt

Availability: Ships within 1 week

Condition:

Format: Hardcover

Publisher: Springer

Seller Comments:

Book New and in stock. 2/9/2011.

$128.99

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