A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics

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

A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics

Sarstedt, Marko

Springer

2019

Abstract

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.

Citation

Sarstedt, Marko. A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics. Springer, 2019

Collection

QUẢN TRỊ KINH DOANH (7340101)

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A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics

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  • Thứ Hai, 10:03 04/11/2024

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Hướng dẫn khai thác và sử dụng Thư viện Đại học Công nghiệp Hà Nội năm 2024

Hướng dẫn khai thác và sử dụng Thư viện Đại học Công nghiệp Hà Nội năm 2024

Thứ Ba, 14:33 17/09/2024

PGS.TS Nguyễn Thị Hồng Nga, Giám đốc - Trung tâm Đào tạo Sau đại học trao tặng 02 đầu sách ngoại văn cho Trung tâm Thông tin - Thư viện

Thứ Sáu, 07:37 24/05/2024
Hướng dẫn khai thác Bộ sưu tập tài nguyên giáo dục mở (OER)

Hướng dẫn khai thác Bộ sưu tập tài nguyên giáo dục mở (OER)

Thứ Bảy, 15:58 04/05/2024

Truy cập hàng triệu sách điện tử miễn phí với The Online Books Page

Thứ Hai, 08:38 22/01/2024
5 khóa học miễn phí về thiết kế đồ họa

5 khóa học miễn phí về thiết kế đồ họa

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