A Concise Guide to Market Research

The Process, Data, and Methods Using IBM SPSS Statistics

  • Erik Mooi
  • Marko Sarstedt

Table of contents

  1. Front Matter
    Pages i-xx
  2. Erik Mooi, Marko Sarstedt
    Pages 1-9
  3. Erik Mooi, Marko Sarstedt
    Pages 11-23
  4. Erik Mooi, Marko Sarstedt
    Pages 25-44
  5. Erik Mooi, Marko Sarstedt
    Pages 45-75
  6. Erik Mooi, Marko Sarstedt
    Pages 77-112
  7. Erik Mooi, Marko Sarstedt
    Pages 113-160
  8. Erik Mooi, Marko Sarstedt
    Pages 161-200
  9. Erik Mooi, Marko Sarstedt
    Pages 201-236
  10. Erik Mooi, Marko Sarstedt
    Pages 237-284
  11. Erik Mooi, Marko Sarstedt
    Pages 285-301
  12. Back Matter
    Pages 303-307

About this book


This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. Using the market research process as a framework, the authors explain how to collect and describe the necessary data and present the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis, and cluster analysis. An explanation is provided of the theoretical choices a market researcher has to make with regard to each technique, as well as how these are translated into actions in IBM SPSS Statistics. This includes a discussion of what the outputs mean and how they should be interpreted from a market research perspective. Each chapter concludes with a case study that illustrates the process based on real-world data. A comprehensive web appendix includes additional analysis techniques, datasets, video files and case studies. Several mobile tags in the text allow readers to quickly browse related web content using a mobile device.


Market Research Marketing Marketing Research SPSS Statistics

Authors and affiliations

  • Erik Mooi
    • 1
  • Marko Sarstedt
    • 2
  1. 1.Marketing DepartmentVU University AmsterdamAmsterdamNetherlands
  2. 2.Institute for Market-based ManagementLudwig-Maximilians-UniversityMunichGermany

Bibliographic information

  • DOI
  • Copyright Information Springer-Verlag Berlin Heidelberg 2011
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-642-12540-9
  • Online ISBN 978-3-642-12541-6
  • Buy this book on publisher's site