A concise guide to market research : the process, data, and methods using IBM SPSS statistics

By: Sarstedt, Marko [Author]Contributor(s): Mooi, ErikMaterial type: TextTextSeries: Springer texts in business and economicsPublication details: Berlin, Germany : Springer, 2019Edition: 3rd editionDescription: xv, 396 pages : illustrationsISBN: 9783662567067Subject(s): SPSS (Computer file) | Marketing research -- Statistical methods | Management science | Marketing researchDDC classification: 658.83
Contents:
Introduction to Market Reseach.- The Market Research Process.- Data.- Getting Data.- Descriptive Statistics.- Hypothesis Testing & ANOVA.- Regression Analysis.- Principal Component and Factor Analysis.-Cluster Analysis.- Communicating the Results.
Summary: 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.
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Includes index

Introduction to Market Reseach.- The Market Research Process.- Data.- Getting Data.- Descriptive Statistics.- Hypothesis Testing & ANOVA.- Regression Analysis.- Principal Component and Factor Analysis.-Cluster Analysis.- Communicating the Results.

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.

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