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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

Authors: Sarstedt, Marko, Mooi, Erik

  • 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
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書籍の購入

イーブック ¥6,955
価格の適用国: Japan (日本円価格は個人のお客様のみ有効) (小計)
  • ISBN 978-3-662-56707-4
  • ウォーターマーク付、 DRMフリー
  • ファイル形式: EPUB, PDF
  • どの電子書籍リーダーからでもすぐにお読みいただけます。
  • ご購入後、すぐにダウンロードしていただけます。
ハードカバー ¥8,694
価格の適用国: Japan (日本円価格は個人のお客様のみ有効) (小計)
  • ISBN 978-3-662-56706-7
  • 個人のお客様には、世界中どこでも配送料無料でお届けします。
  • Usually dispatched within 3 to 5 business days.
この教本について

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



著者について

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.




ビデオ

Table of contents (10 chapters)

書籍の購入

イーブック ¥6,955
価格の適用国: Japan (日本円価格は個人のお客様のみ有効) (小計)
  • ISBN 978-3-662-56707-4
  • ウォーターマーク付、 DRMフリー
  • ファイル形式: EPUB, PDF
  • どの電子書籍リーダーからでもすぐにお読みいただけます。
  • ご購入後、すぐにダウンロードしていただけます。
ハードカバー ¥8,694
価格の適用国: Japan (日本円価格は個人のお客様のみ有効) (小計)
  • ISBN 978-3-662-56706-7
  • 個人のお客様には、世界中どこでも配送料無料でお届けします。
  • Usually dispatched within 3 to 5 business days.
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書誌情報

Bibliographic Information
Book Title
A Concise Guide to Market Research
Book Subtitle
The Process, Data, and Methods Using IBM SPSS Statistics
Authors
Series Title
Springer Texts in Business and Economics
Copyright
2019
Publisher
Springer-Verlag Berlin Heidelberg
Copyright Holder
Springer-Verlag GmbH Germany, part of Springer Nature
イーブック ISBN
978-3-662-56707-4
DOI
10.1007/978-3-662-56707-4
ハードカバー ISBN
978-3-662-56706-7
Series ISSN
2192-4333
Edition Number
3
Number of Pages
XVII, 396
Number of Illustrations
69 b/w illustrations, 109 illustrations in colour
Topics