A Concise Guide to Market Research

The Process, Data, and Methods Using IBM SPSS Statistics

  • Marko Sarstedt
  • Erik Mooi

Part of the Springer Texts in Business and Economics book series (STBE)

Table of contents

  1. Front Matter
    Pages i-xxii
  2. Marko Sarstedt, Erik Mooi
    Pages 1-9
  3. Marko Sarstedt, Erik Mooi
    Pages 11-23
  4. Marko Sarstedt, Erik Mooi
    Pages 25-45
  5. Marko Sarstedt, Erik Mooi
    Pages 47-86
  6. Marko Sarstedt, Erik Mooi
    Pages 87-139
  7. Marko Sarstedt, Erik Mooi
    Pages 141-192
  8. Marko Sarstedt, Erik Mooi
    Pages 193-233
  9. Marko Sarstedt, Erik Mooi
    Pages 235-272
  10. Marko Sarstedt, Erik Mooi
    Pages 273-324
  11. Marko Sarstedt, Erik Mooi
    Pages 325-342
  12. Back Matter
    Pages 343-347

About this book


This accessible, practice-oriented, and compact text provides a hands-on introduction to market research. Using the market research process as a framework, it explains how to collect and describe data and presents the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis, and cluster analysis. The book describes the theoretical choices a market researcher has to make with regard to each technique, discusses how these are converted into actions in IBM SPSS version 22, and how to interpret the output. Each chapter concludes with a case study that illustrates the process using real-world data. A comprehensive Web appendix includes additional analysis techniques, datasets, video files, and case studies. Tags in the text allow readers to quickly access Web content with their mobile device.

The new edition features:

  • Stronger emphasis on the gathering and analysis of secondary data (e.g., internet and social networking data)
  • New material on data description (e.g., outlier detection and missing value analysis)
  • Improved use of educational elements such as learning objectives, keywords, self-assessment tests, case studies, and much more
  • Streamlined and simplified coverage of the data analysis techniques with more rules-of-thumb
  • Uses IBM SPSS version 22


Market Research Marketing Marketing Research SPSS Statistics

Authors and affiliations

  • Marko Sarstedt
    • 1
  • Erik Mooi
    • 2
  1. 1.Faculty of Economics and ManagementOtto-von-Guericke-Universität Chair of MarketingMagdeburgGermany
  2. 2.Faculty of Business and EconomicsUniversity of MelbourneParkville, VictoriaAustralia

Bibliographic information

  • DOI
  • Copyright Information Springer-Verlag Berlin Heidelberg 2014
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-642-53964-0
  • Online ISBN 978-3-642-53965-7
  • Series Print ISSN 2192-4333
  • Series Online ISSN 2192-4341
  • Buy this book on publisher's site