Market Research

1. Front Matter

   Pages i-xx

   PDF

2. Introduction to Market Research

   • Erik Mooi, Marko Sarstedt, Irma Mooi-Reci

   Pages 1-9

3. The Market Research Process

   • Erik Mooi, Marko Sarstedt, Irma Mooi-Reci

   Pages 11-25

4. Data

   • Erik Mooi, Marko Sarstedt, Irma Mooi-Reci

   Pages 27-50

5. Getting Data

   • Erik Mooi, Marko Sarstedt, Irma Mooi-Reci

   Pages 51-93

6. Descriptive Statistics

   • Erik Mooi, Marko Sarstedt, Irma Mooi-Reci

   Pages 95-152

7. Hypothesis Testing & ANOVA

   • Erik Mooi, Marko Sarstedt, Irma Mooi-Reci

   Pages 153-214

8. Regression Analysis

   • Erik Mooi, Marko Sarstedt, Irma Mooi-Reci

   Pages 215-263

9. Principal Component and Factor Analysis

   • Erik Mooi, Marko Sarstedt, Irma Mooi-Reci

   Pages 265-311

10. Cluster Analysis

    • Erik Mooi, Marko Sarstedt, Irma Mooi-Reci

    Pages 313-366

11. Communicating the Results

    • Erik Mooi, Marko Sarstedt, Irma Mooi-Reci

    Pages 367-390

12. Back Matter

    Pages 391-416

    PDF

This book is an easily accessible and comprehensive guide which helps make sound statistical decisions, perform analyses, and interpret the results quickly using Stata. It includes advanced coverage of ANOVA, factor, and cluster analyses in Stata, as well as essential regression and descriptive statistics. It is aimed at those wishing to know more about the process, data management, and most commonly used methods in market research using Stata. 

The book offers readers an overview of the entire market research process from asking market research questions to collecting and analyzing data by means of quantitative methods. It is engaging, hands-on, and includes many practical examples, tips, and suggestions that help readers apply and interpret quantitative methods, such as regression, factor, and cluster analysis. These methods help researchers provide companies with useful insights.

• market research
• quantitative methods
• Stata
• research design
• data management
• marketing research
• regression analysis
• factor analysis
• cluster analysis
• hypothesis testing
• analysis of variance
• social research design
• exploratory research
• descriptive research
• causal research
• data collection
• secondary data
• descriptive statistics
• market research methods
• marketing

“The book is accompanied by a well-maintained web page … . Overall, the book is a one-stop shop for market researchers. Sufficient background information … add up to a good choice for entering the world of applied market research. Hence, the book can be recommended to students making their first steps in applied market research, particularly when they work with Stata. Likewise, course instructors ... will like the text and the resources that come with it.” (Hauke A. Wetzel, Economic Record, Vol. 96 (313), June, 2020)

• Department of Management and Marketing, University of Melbourne, Parkville, Australia

  Erik Mooi

• Chair of Marketing, Otto-von-Guericke-University, Magdeburg, Germany

  Marko Sarstedt

• School of Social and Political Sciences, University of Melbourne, Parkville, Australia

  Irma Mooi-Reci

Erik Mooi is Senior Lecturer in Marketing at the University of Melbourne, Australia. He is also a fellow at the Centre for Business Analytics at Melbourne Business School. Erik’s research focuses on business marketing and includes topics such as technology licensing, franchising, IT purchasing, and outsourcing. He has published in the Journal of Marketing, the International Journal of Research in Marketing, the Journal of Business Research, The Internal Journal of Human Resource Management, The British Journal of Management, and others. Erik is a reviewer and/or editorial board member of several journals such as the Academy of Management Journal, Journal of Marketing Research, the European Journal of Marketing, and The British Journal of Management. He has taught market research and research methods to bachelor, master, and PhD students at the University of Melbourne, the VU University Amsterdam, Aston Business School, and EM Lyon for many years.

Marko Sarstedt is chaired professor of marketing at the Otto-von-Guericke-University Magdeburg, Germany, and Conjoint Professor at the Faculty of Business and Law at the University of Newcastle, Australia. He was previously an Assistant Professor of Quantitative Methods in Marketing and Management at the Ludwig-Maximilians-University Munich (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, International Journal of Research in Marketing, Long Range Planning, Journal of World Business, and Journal of Business Research. According to the Handelsblatt ranking, Sarstedt is among the top three young academic marketing researchers in Germany, Switzerland, and Austria. He regularly teaches doctoral seminars  on multivariate statistics, structural equation modeling, and measurement throughout the world.

Irma Mooi-Reci is Senior Lecturer at the School of Social and Political Sciences and Adjunct Senior Fellow of the Melbourne Institute of Applied Economic and Social Research at the University of Melbourne, Australia. Irma researches the socioeconomic implications of unemployment and unstable work within individual careers and across generations. She has published her work in various journals, including Human Relations, Social Science Research, European Sociological Review, British Journal of Industrial Relations, and Social Forces. She has held various visiting positions, also at the University of Madison Wisconsin and Oxford University. She serves on the Advisory Editorial Board of the journal Social Problems and is a Fellow of the ARC Centre of Excellence for Children and Families over the Life Course.