A Concise Guide to Market Research

The Process, Data, and Methods Using IBM SPSS Statistics

Authors:

ISBN: 978-3-642-53964-0 (Print) 978-3-642-53965-7 (Online)

Table of contents (10 chapters)

  1. Front Matter

    Pages i-xxii

  2. No Access

    Chapter

    Pages 1-9

    Introduction to Market Research

  3. No Access

    Chapter

    Pages 11-23

    The Market Research Process

  4. No Access

    Chapter

    Pages 25-45

    Data

  5. No Access

    Chapter

    Pages 47-86

    Getting Data

  6. No Access

    Chapter

    Pages 87-139

    Descriptive Statistics

  7. No Access

    Chapter

    Pages 141-192

    Hypothesis Testing & ANOVA

  8. No Access

    Chapter

    Pages 193-233

    Regression Analysis

  9. No Access

    Chapter

    Pages 235-272

    Factor Analysis

  10. No Access

    Chapter

    Pages 273-324

    Cluster Analysis

  11. No Access

    Chapter

    Pages 325-342

    Communicating the Results

  12. Back Matter

    Pages 343-347