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A Concise Guide to Market Research

The Process, Data, and Methods Using IBM SPSS Statistics

by Marko Sarstedt, Erik Mooi

A Concise Guide to Market Research

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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

Title
A Concise Guide to Market Research
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

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