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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Buy this book

eBook $59.99
price for USA in USD (gross)
  • Customers within the U.S. and Canada please contact Customer Service at 1-800-777-4643, Latin America please contact us at +1-212-460-1500 (Weekdays 8:30am – 5:30pm ET) to place your order.
  • Due: September 18, 2018
  • ISBN 978-3-662-56707-4
  • Digitally watermarked, DRM-free
  • Included format:
  • ebooks can be used on all reading devices
Hardcover $79.99
price for USA in USD
  • Customers within the U.S. and Canada please contact Customer Service at 1-800-777-4643, Latin America please contact us at +1-212-460-1500 (Weekdays 8:30am – 5:30pm ET) to place your order.
  • Due: August 21, 2018
  • ISBN 978-3-662-56706-7
  • Free shipping for individuals worldwide
About this Textbook

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



About the authors

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.




Buy this book

eBook $59.99
price for USA in USD (gross)
  • Customers within the U.S. and Canada please contact Customer Service at 1-800-777-4643, Latin America please contact us at +1-212-460-1500 (Weekdays 8:30am – 5:30pm ET) to place your order.
  • Due: September 18, 2018
  • ISBN 978-3-662-56707-4
  • Digitally watermarked, DRM-free
  • Included format:
  • ebooks can be used on all reading devices
Hardcover $79.99
price for USA in USD
  • Customers within the U.S. and Canada please contact Customer Service at 1-800-777-4643, Latin America please contact us at +1-212-460-1500 (Weekdays 8:30am – 5:30pm ET) to place your order.
  • Due: August 21, 2018
  • ISBN 978-3-662-56706-7
  • Free shipping for individuals worldwide
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Bibliographic Information

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
eBook ISBN
978-3-662-56707-4
DOI
10.1007/978-3-662-56707-4
Hardcover ISBN
978-3-662-56706-7
Series ISSN
2192-4333
Edition Number
3
Number of Pages
XVII, 396
Number of Illustrations and Tables
70 b/w illustrations, 106 illustrations in colour
Topics