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 2
- Publisher Springer Berlin Heidelberg
- Date of Publication 17 September 2016
- Number of Volumes 1 pieces, Previously published in hardcover
- ISBN 9783662519813
- Binding Paperback
- See also 9783642539640
- No. of pages347 pages
- Size 235x155 mm
- Weight 5621 g
- Language English
- Illustrations XXII, 347 p. 119 illus. Illustrations, black & white 0
Categories
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., internetand 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.
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