A Concise Guide to Market Research
The Process, Data, and Methods Using IBM SPSS Statistics
Series: Springer Texts in Business and Economics;
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Product details:
- Edition number 2nd Ed.
- Publisher Springer, Berlin
- Date of Publication 1 January 2014
- Number of Volumes 1 pieces, Book
- ISBN 9783642539640
- Binding Hardback
- No. of pages347 pages
- Size 241x165x24 mm
- Weight 696 g
- Language English
- Illustrations 119 SW-Abb. Illustrations, black & white 0
Categories
Short description:
This updated and revised second edition of the accessible, practice-oriented guide gives readers a compact and step-by-step introduction to the most important quantitative market research techniques, as well as how to use and analyze them in SPSS.
Long description:
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, regression analysis, factor analysis and cluster analysis.
The book describes the theoretical choices a market researcher has to make with regard to each technique, discusses how these are converted into actions in IBM SPSS version 22 and how to interpret the output. Each chapter concludes with a case study that illustrates the process using real-world data. A comprehensive Web appendix includes additional analysis techniques, datasets, video files and case studies. Tags in the text allow readers to quickly access Web content with their mobile device.
The new edition features:
Stronger emphasis on the gathering and analysis of secondary data (e.g., internet and social networking data)
New material on data description (e.g., outlier detection and missing value analysis)
Improved use of educational elements such as learning objectives, keywords, self-assessment tests, case studies, and much more
Streamlined and simplified coverage of the data analysis techniques with more rules-of-thumb
Uses IBM SPSS version 22
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.
A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics
26 249 HUF
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