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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 management, and the most commonly used methods in market research. The book helps readers perform analyses, interpret the results, and make sound statistical decisions using IBM SPSS Statistics. Hypothesis tests, ANOVA, regression analysis, principal component analysis, factor analysis, and cluster analysis, as well as essential descriptive statistics, are covered in detail. Highly engaging and hands-on, the book includes many practical examples, tips, and suggestions that help readers apply and interpret the data analysis methods discussed. The new edition uses IBM SPSS version 25 and offers the following new features:A single case and dataset used throughout the book to facilitate learningNew material on survey design and all data analysis methods to reflect the latest advances concerning each topicImproved use of educational elements, such as learning objectives, keywords, self-assessment tests, case studies, and much moreA glossary that includes definitions of all the keywords and other descriptions of selected topics Links to additional material and videos via the Springer Multimedia App


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.


Auteur Erik Mooi

Auteur Marko Sarstedt

Détails sur le produit


GTIN 9783662567067

Date de publication 28.09.2018

Langues Anglais

Nombre de pages 396

Type de produit Livre

Dimension 235 x 159 x 155  mm

Poids du produit 787 g

A Concise Guide to Market Research

The Process, Data, and Methods Using IBM SPSS Statistics

Marko Sarstedt

62,14 €

Vendeur: Dodax EU

Date de livraison: entre mardi, 9. juin et jeudi, 11. juin

État: Neuf

TVA incluse - Livraison GRATUITE
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62,14 €
TVA incluse - Livraison GRATUITE