02694cam a22003375a 4500 10928551 20201128023645.0 140901t2014 gw a frb 001 0 eng d 9783642539640 EG-ScBUE EG-ScBUE eng EG-ScBUE 658.83 SAR 22 Sarstedt, Marko. 39441 A concise guide to market research : the process, data, and methods using IBM SPSS statistics / by Marko Sarstedt, Erik Mooi. 2nd ed. Berlin : Springer-Verlag, c.2014. xxii, 347 p. : ill. ; 24 cm. Springer Texts in Business and Economics, 2192-4333 Index : p. 343-347. Includes bibliographical references. Preface -- 1 Introduction to Market Research -- 2 The Market Research Process -- 3 Data -- 4 Getting Data -- 5 Descriptive Statistics -- 6 Hypothesis Testing & ANOVA -- 7 Regression Analysis -- 8 Factor Analysis -- 9 Cluster Analysis -- Index. License restrictions may limit access. 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 Marketing research. BUEsh 20890 Industrial management. 1569 BUEsh BUEsh BUSADM February2016 BUSADM October2016 Mooi, Erik. 36291 SpringerLink (Online service) ddc 21250 21222 0 0 ddc 0 0 Academic MAIN MAIN 1ST 2016-02-25 Purchase 720.00 4875 0 658.83 SAR 000031733 2025-07-15 00:00:00 900.00 BB 0 0 ddc 0 0 Academic MAIN MAIN 1ST 2016-10-19 Purchase 720.00 9129 0 658.83 SAR 000045167 2025-07-15 00:00:00 900.00 BB