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

• Main Authors: Sarstedt, Marko (Author, http://id.loc.gov/vocabulary/relators/aut), Mooi, Erik (http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2019.
• Edition: 3rd ed. 2019.
• Series: Springer Texts in Business and Economics,
• Subjects: Marketing.; Management.; Statistics .; Statistics for Business, Management, Economics, Finance, Insurance.

This book offers an easily accessible and comprehensive guide to the entire market research process, from asking market research questions to collecting and analyzing data by means of quantitative methods. It is intended for all readers who wish to know more about the market research process, data m...

Table of Contents:

• Introduction to Market Reseach
• The Market Research Process
• Data
• Getting Data
• Descriptive Statistics
• Hypothesis Testing & ANOVA
• Regression Analysis
• Principal Component and Factor Analysis.-Cluster Analysis
• Communicating the Results. .