Authors:
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
Range of education elements such as learning objectives, keywords, self-assessment tests, case studies
Innovative supplementary online concept, including mobile tags, sample datasets and additional cases
Includes supplementary material: sn.pub/extras
Part of the book series: Springer Texts in Business and Economics (STBE)
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Table of contents (10 chapters)
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Front Matter
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Back Matter
About this book
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
Authors and Affiliations
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Faculty of Economics and Management, Otto-von-Guericke-Universität Chair of Marketing, Magdeburg, Germany
Marko Sarstedt
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Faculty of Business and Economics, University of Melbourne, Parkville, Victoria, Australia
Erik Mooi
About the authors
Marko Sarstedt is a Professor of Marketing at the Otto-von-Guericke-University Magdeburg (Germany) and Adjunct Professor at the University of Newcastle (Australia). He holds lectures on market research and multivariate data analysis around the world and his research has been published in top-tier journals such as Journal of the Academy of Marketing Science, International Journal of Research in Marketing, MIS Quarterly, Long Range Planning and Journal of World Business.
Erik Mooi is a Senior Lecturer of Marketing at the University of Melbourne (Australia) and Aston Business School (United Kingdom). He teaches on various topics including statistical methods and market research to graduate students, PhD students and executives. His research has appeared in journals such as the Journal of Marketing and The International Journal of Research in Marketing.
Bibliographic Information
Book Title: A Concise Guide to Market Research
Book Subtitle: The Process, Data, and Methods Using IBM SPSS Statistics
Authors: Marko Sarstedt, Erik Mooi
Series Title: Springer Texts in Business and Economics
DOI: https://doi.org/10.1007/978-3-642-53965-7
Publisher: Springer Berlin, Heidelberg
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Springer-Verlag GmbH Germany, part of Springer Nature 2014
Softcover ISBN: 978-3-662-51981-3Published: 17 September 2016
eBook ISBN: 978-3-642-53965-7Published: 29 July 2014
Series ISSN: 2192-4333
Series E-ISSN: 2192-4341
Edition Number: 2
Number of Pages: XXII, 347
Number of Illustrations: 119 b/w illustrations
Topics: Marketing, Management, Statistics for Business, Management, Economics, Finance, Insurance