<p>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.</p>

A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics

Business & Money

Erik Mooi

Finance

Springer

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Books by Erik Mooi

See the best price to sell, buy, or rent books by Erik Mooi. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics