A Concise Guide to Market Research
The Process, Data, and Methods Using IBM SPSS Statistics
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Product details:
- Edition number 2011
- Publisher Springer
- Date of Publication 9 February 2011
- Number of Volumes 1 pieces Book
- ISBN 9783642125409
- Binding Hardback
- No. of pages350 pages
- Size 235x155 mm
- Weight 1400 g
- Language English
- Illustrations 81 Illustrations, black & white; 49 Illustrations, color 0
Categories
Short description:
This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. It presents the most important techniques and shows how to translate theoretical choices into SPSS and how to analyze the output.
MoreLong description:
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.
MoreTable 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.
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