A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics Softcover Repri Edition Contributor(s): Sarstedt, Marko (Author), Mooi, Erik (Author) |
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ISBN: 366251981X ISBN-13: 9783662519813 Publisher: Springer
Binding Type: Paperback - See All Available Formats & Editions Published: September 2016 Click for more in this series: Springer Texts in Business and Economics |
Additional Information |
BISAC Categories: - Business & Economics | Econometrics - Business & Economics | Marketing - General - Business & Economics | Management - General |
Dewey: 330.015 |
Series: Springer Texts in Business and Economics |
Physical Information: 0.77" H x 6.14" W x 9.21" L (1.15 lbs) 347 pages |
Descriptions, Reviews, Etc. |
Publisher Description: 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:
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