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

• Main Authors: Mooi, Erik (Author), Sarstedt, Marko (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2011.
• Subjects: Business.; Marketing.; Management.; Statistics.; Business and Management.; Statistics for Business/Economics/Mathematical Finance/Insurance.

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 quantitat...

Table of Contents:

• 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.