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

• Main Authors: Sarstedt, Marko (Author), Mooi, Erik (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2014.
• Edition: 2nd ed. 2014.
• Series: Springer Texts in Business and Economics,
• 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 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...

Table of Contents:

• Preface
• 1 Introduction to Market Research
• 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
• Index.