A Concise Guide To Market Research: The Process, Data, And Methods Using Ibm Spss Statistics by Marko SarstedtA Concise Guide To Market Research: The Process, Data, And Methods Using Ibm Spss Statistics by Marko Sarstedt

A Concise Guide To Market Research: The Process, Data, And Methods Using Ibm Spss Statistics

byMarko Sarstedt, Erik Mooi

Paperback | September 17, 2016

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This accessible, practice-oriented and compact text provides a hands-on introduction to market research. Using the market research process as a framework, it explains how to collect and describe data and presents the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis and cluster analysis. 

The book describes the theoretical choices a market researcher has to make with regard to each technique, discusses how these are converted into actions in IBM SPSS version 22 and how to interpret the output. Each chapter concludes with a case study that illustrates the process using real-world data. A comprehensive Web appendix includes additional analysis techniques, datasets, video files and case studies. Tags in the text allow readers to quickly access Web content with their mobile device.

The new edition features:

  • Stronger emphasis on the gathering and analysis of secondary data (e.g., internet and social networking data)
  • New material on data description (e.g., outlier detection and missing value analysis)
  • Improved use of educational elements such as learning objectives, keywords, self-assessment tests, case studies, and much more
  • Streamlined and simplified coverage of the data analysis techniques with more rules-of-thumb
  • Uses IBM SPSS version 22
Marko Sarstedt is a Professor of Marketing at the Otto-von-Guericke-University Magdeburg (Germany) and Adjunct Professor at the University of Newcastle (Australia). He holds lectures on market research and multivariate data analysis around the world and his research has been published in top-tier journals such asJournal of the Academy ...
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Title:A Concise Guide To Market Research: The Process, Data, And Methods Using Ibm Spss StatisticsFormat:PaperbackDimensions:347 pages, 23.5 × 15.5 × 1.73 inPublished:September 17, 2016Publisher:Springer NatureLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:366251981X

ISBN - 13:9783662519813

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Table of Contents

Preface.- 1 Introduction to Market Research.- 2 The Market Research Process.- 3 Data.- 4 Getting Data.- 5 Descriptive Statistics.- 6 Hypothesis Testing & ANOVA.- 7 Regression Analysis.- 8 Factor Analysis.- 9 Cluster Analysis.- Index.