A Concise Guide to Market Research

The Process, Data, and Methods Using IBM SPSS Statistics

by Marko Sarstedt, Erik Mooi

DescriptionDetailsHashtagsReport an issue

Book Description

This book offers an easily accessible and comprehensive guide to the entire market research process, from asking market research questions to collecting and analyzing data by means of quantitative methods. It is intended for all readers who wish to know more about the market research process, data management, and the most commonly used methods in market research. The book helps readers perform analyses, interpret the results, and make sound statistical decisions using IBM SPSS Statistics. Hypothesis tests, ANOVA, regression analysis, principal component analysis, factor analysis, and cluster analysis, as well as essential descriptive statistics, are covered in detail. Highly engaging and hands-on, the book includes many practical examples, tips, and suggestions that help readers apply and interpret the data analysis methods discussed.The new edition uses IBM SPSS version 25 and offers the following new features: A single case and dataset used throughout the book to facilitate learning

New material on survey design and all data analysis methods to reflect the latest advances concerning each topic Improved use of educational elements, such as learning objectives, keywords, self-assessment tests, case studies, and much more

A glossary that includes definitions of all the keywords and other descriptions of selected topics
Links to additional material and videos via the Springer Multimedia App

This open book is licensed under a Creative Commons License (CC BY). You can download A Concise Guide to Market Research ebook for free in PDF format (10.7 MB).

Book Details

Subject
Business and Management
Publisher
Springer
Published
2019
Pages
407
Edition
3
Language
English
ISBN13
9783662567067
ISBN10
3662567067
ISBN13 Digital
9783662567074
ISBN10 Digital
3662567075
PDF Size
10.7 MB
License
CC BY

Related Books

Market Segmentation Analysis
This book offers something for everyone working with market segmentation: practical guidance for users of market segmentation solutions; organisational guidance on implementation issues; guidance for market researchers in charge of collecting suitable data; and guidance for data analysts with respect to the technical and statistical aspects of mark...
Mobile Research Methods
Daily activity sees data constantly flowing through cameras, the internet, satellites, radio frequencies, sensors, private appliances, cars, smartphones, tablets and the like. Among all the tools currently used, mobile devices, especially mobile phones, smartphones and tablets, are the most widespread, with their use becoming prevalent in everyday ...
Earth 2020
Fifty years have passed since the first Earth Day, on 22 April 1970. This accessible, incisive and timely collection of essays brings together a diverse set of expert voices to examine how the Earth's environment has changed over this past half century, and what lies in store for our planet over the coming fifty years. Earth 2020: An Insider's G...
Non-Vitamin K Antagonist Oral Anticoagulants
This book is an essential guide to the medical treatment of thrombosis and presents core principles of anticoagulant therapeutics as well as drug recommendations. Written by recognized experts in the field, this concise, accessible handbook provides a unique and valuable resource in the cardiovascular field, both for those currently in training, an...
Guide to Computer Network Security
This definitive text/reference on computer network and information security presents a comprehensive guide to the repertoire of security tools, algorithms and best practices mandated by the rapidly evolving ubiquitous technology we are increasingly dependent on. Fully revised and updated, this timely new edition encompasses the latest developments ...
Estimating Illicit Financial Flows
Illicit financial flows constitute a global phenomenon of massive but uncertain scale, which erodes government revenues and drives corruption in countries rich and poor. In 2015, the countries of the world committed to a target to reduce illicit flows, as part of the UN Sustainable Development Goals. But five years later, there is still no agreemen...