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Springer Texts in Business and Economics

A Concise Guide to Market Research

The Process, Data, and Methods Using IBM SPSS Statistics

Autoren: Sarstedt, Marko, Mooi, Erik

Vorschau
  • Compact, hands-on, and step-by-step introduction to quantitative market research techniques
  • Discusses the theory of important quantitative techniques and links directly to their use in SPSS
  • Includes a wide range of educational elements, such as learning objectives, keywords, self-assessment tests, and case studies
  • Links to additional material and videos via the Springer Multimedia App
Weitere Vorteile

Dieses Buch kaufen

eBook 50,28 €
Preis für Deutschland (Brutto)
  • ISBN 978-3-662-56707-4
  • Versehen mit digitalem Wasserzeichen, DRM-frei
  • Erhältliche Formate: PDF, EPUB
  • eBooks sind auf allen Endgeräten nutzbar
  • Sofortiger eBook Download nach Kauf
Hardcover 64,19 €
Preis für Deutschland (Brutto)
  • ISBN 978-3-662-56706-7
  • Kostenfreier Versand für Individualkunden weltweit
  • Gewöhnlich versandfertig in 3-5 Werktagen.
Softcover 64,19 €
Preis für Deutschland (Brutto)
  • ISBN 978-3-662-58592-4
  • Kostenfreier Versand für Individualkunden weltweit
  • Gewöhnlich versandfertig in 3-5 Werktagen.
Über dieses Lehrbuch

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 learning
  • New material on survey design and all data analysis methods to reflect the latest advances concerning each topic
  • Improved use of educational elements, such as learning objectives, keywords, self-assessment tests, case studies, and much more
  • A 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



Über den Autor

Marko Sarstedt is chaired professor of Marketing at the Otto-von-Guericke-University Magdeburg (Germany). His main research is in the application and advancement of structural equation modeling methods to further the understanding of consumer behavior and to improve marketing decision-making. His research has been published in journals such as Journal of Marketing Research, Journal of the Academy of Marketing Science, Organizational Research Methods, MIS Quarterly, and International Journal of Research in Marketing. Marko has co-edited several special issues of leading journals and co-authored several widely adopted textbooks, including “A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)” (together with Joe F. Hair, G. Tomas M. Hult, and Christian M. Ringle).

Erik Mooi is senior lecturer at the University of Melbourne (Australia). His main interest is in business-to-business marketing and works on topics such as outsourcing, inter-firm contracting, innovation, technology licensing, and franchising using advanced econometrics. His research has been published in journals such as Journal of Marketing, the Journal of Marketing Research, the International Journal of Research in Marketing, and the Journal of Business Research. He is also program director at the Centre for Workplace Leadership, a fellow at the EU centre for shared complex challenges, as well as a fellow at the Centre for Business Analytics at Melbourne Business School.




Inhaltsverzeichnis (10 Kapitel)

Inhaltsverzeichnis (10 Kapitel)

Dieses Buch kaufen

eBook 50,28 €
Preis für Deutschland (Brutto)
  • ISBN 978-3-662-56707-4
  • Versehen mit digitalem Wasserzeichen, DRM-frei
  • Erhältliche Formate: PDF, EPUB
  • eBooks sind auf allen Endgeräten nutzbar
  • Sofortiger eBook Download nach Kauf
Hardcover 64,19 €
Preis für Deutschland (Brutto)
  • ISBN 978-3-662-56706-7
  • Kostenfreier Versand für Individualkunden weltweit
  • Gewöhnlich versandfertig in 3-5 Werktagen.
Softcover 64,19 €
Preis für Deutschland (Brutto)
  • ISBN 978-3-662-58592-4
  • Kostenfreier Versand für Individualkunden weltweit
  • Gewöhnlich versandfertig in 3-5 Werktagen.
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Bibliografische Information

Bibliographic Information
Buchtitel
A Concise Guide to Market Research
Buchuntertitel
The Process, Data, and Methods Using IBM SPSS Statistics
Autoren
Titel der Buchreihe
Springer Texts in Business and Economics
Copyright
2019
Verlag
Springer-Verlag Berlin Heidelberg
Copyright Inhaber
Springer-Verlag GmbH Germany, part of Springer Nature
eBook ISBN
978-3-662-56707-4
DOI
10.1007/978-3-662-56707-4
Hardcover ISBN
978-3-662-56706-7
Softcover ISBN
978-3-662-58592-4
Buchreihen ISSN
2192-4333
Auflage
3
Seitenzahl
XVII, 396
Anzahl der Bilder
69 schwarz-weiß Abbildungen, 109 Abbildungen in Farbe
Themen