A Concise Guide to Market Research
The Process, Data, and Methods Using IBM SPSS Statistics
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Beschreibung
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.
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.
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.
Compact, hands-on and step-by-step introduction to quantitative market research techniques Presents the most important techniques and shows how to translate theoretical choices into SPSS and how to analyze the output Case study at the end of each chapter Innovative supplementary online concept, including mobile tags, sample datasets and additional cases
Autor*in
Erik Mooi
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Market Research Marketing Marketing Research SPSS Statistics
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From the reviews:
“Anyone who is thinking about how to best utilize market research should read this book … . The strategic framework outlined and explained in this book will help anyone from marketing managers to research specialists get better results. … I highly recommend this book to anyone involved in market research efforts.” (Inspire and Action Blog, inspireandaction.wordpress.com, March, 2014)
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