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02920nam a22004815i 4500 |
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978-3-642-12541-6 |
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DE-He213 |
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20151204174006.0 |
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cr nn 008mamaa |
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110131s2011 gw | s |||| 0|eng d |
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|a 9783642125416
|9 978-3-642-12541-6
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|a 10.1007/978-3-642-12541-6
|2 doi
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|a HF5410-5417.5
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|a 658.8
|2 23
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|a Mooi, Erik.
|e author.
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|a A Concise Guide to Market Research
|h [electronic resource] :
|b The Process, Data, and Methods Using IBM SPSS Statistics /
|c by Erik Mooi, Marko Sarstedt.
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| 264 |
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|a Berlin, Heidelberg :
|b Springer Berlin Heidelberg :
|b Imprint: Springer,
|c 2011.
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| 300 |
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|a XX, 308 p. 130 illus., 49 illus. in color.
|b online resource.
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|a text
|b txt
|2 rdacontent
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|a computer
|b c
|2 rdamedia
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|a online resource
|b cr
|2 rdacarrier
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|a text file
|b PDF
|2 rda
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|a 1 Introduction -- 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 -- 10 Communicating the Findings -- References.
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| 520 |
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|a 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.
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| 650 |
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|a Business.
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| 650 |
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|a Marketing.
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| 650 |
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|a Management.
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| 650 |
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|a Statistics.
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| 650 |
1 |
4 |
|a Business and Management.
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| 650 |
2 |
4 |
|a Marketing.
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| 650 |
2 |
4 |
|a Management.
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| 650 |
2 |
4 |
|a Statistics for Business/Economics/Mathematical Finance/Insurance.
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| 700 |
1 |
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|a Sarstedt, Marko.
|e author.
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| 710 |
2 |
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|a SpringerLink (Online service)
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|t Springer eBooks
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|i Printed edition:
|z 9783642125409
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| 856 |
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|u http://dx.doi.org/10.1007/978-3-642-12541-6
|z Full Text via HEAL-Link
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| 912 |
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|a ZDB-2-SBE
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| 950 |
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|a Business and Economics (Springer-11643)
|
