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© 2019

A Concise Guide to Market Research

The Process, Data, and Methods Using IBM SPSS Statistics

Textbook

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

Table of contents

  1. Front Matter
    Pages i-xvii
  2. Marko Sarstedt, Erik Mooi
    Pages 1-9
  3. Marko Sarstedt, Erik Mooi
    Pages 11-24
  4. Marko Sarstedt, Erik Mooi
    Pages 25-45
  5. Marko Sarstedt, Erik Mooi
    Pages 47-90
  6. Marko Sarstedt, Erik Mooi
    Pages 91-150
  7. Marko Sarstedt, Erik Mooi
    Pages 151-208
  8. Marko Sarstedt, Erik Mooi
    Pages 209-256
  9. Marko Sarstedt, Erik Mooi
    Pages 257-299
  10. Marko Sarstedt, Erik Mooi
    Pages 301-354
  11. Marko Sarstedt, Erik Mooi
    Pages 355-375
  12. Back Matter
    Pages 377-396

About this book

Introduction

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

Keywords

Market Research Marketing SPSS Statistics Research Methods

Authors and affiliations

  1. 1.Faculty of Economics and ManagementOtto-von-Guericke- University MagdeburgMagdeburgGermany
  2. 2.Department of Management and MarketingThe University of MelbourneParkville, VICAustralia

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.




Bibliographic information

  • Book Title A Concise Guide to Market Research
  • Book Subtitle The Process, Data, and Methods Using IBM SPSS Statistics
  • Authors Marko Sarstedt
    Erik Mooi
  • Series Title Springer Texts in Business and Economics
  • Series Abbreviated Title Springer Texts Business, Economics
  • DOI https://doi.org/10.1007/978-3-662-56707-4
  • Copyright Information Springer-Verlag GmbH Germany, part of Springer Nature 2019
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Management Business and Management (R0)
  • Hardcover ISBN 978-3-662-56706-7
  • Softcover ISBN 978-3-662-58592-4
  • eBook ISBN 978-3-662-56707-4
  • Series ISSN 2192-4333
  • Series E-ISSN 2192-4341
  • Edition Number 3
  • Number of Pages XVII, 396
  • Number of Illustrations 69 b/w illustrations, 109 illustrations in colour
  • Topics Marketing
    Management
    Statistics for Business, Management, Economics, Finance, Insurance
  • Buy this book on publisher's site