A Concise Guide to Market Research Using Spss

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A Concise Guide to Market Research . Erik Mooi l Marko Sarstedt A Concise Guide to Market Research The Process, Data, and Methods Using IBM SPSS Statistics Prof. Erik Mooi VU University Amsterdam Marketing Department De Boelelaan 1105 1081 HV Amsterdam Netherlands emooi@feweb.vu.nl Prof. Marko Sarstedt Ludwig-Maximilians-University Institute for Market-based Management Kaulbachstr. 45 80539 Munich Germany sarstedt@bwl.lmu.de ISBN 978-3-642-12540-9 e-ISBN 978-3-642-12541-6 DOI 10.1007/978-3-642-12541-6 Springer Heidelberg Dordrecht London New York # Springer-Verlag Berlin Heidelberg 2011 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned,…show more content…
Each chapter on quantitative methods describes key theoretical choices and how these are executed in IBM SPSS Statistics. Unlike most other books, we do not discuss theory or SPSS, but link the two. This is a book for non-technical readers! All chapters are written in an accessible and comprehensive way so that non-technical readers can also easily grasp the data analysis methods. Each chapter on research methods includes simple examples to help the reader get a hands-on feel for the technique. Each chapter concludes with an illustrated real-life case, demonstrating the application of a quantitative method. We also provide a second, real-life case with an accompanying dataset, thus allowing readers to practice what they have learnt. Other pedagogical features such as key words, examples, and end-of-chapter questions support the contents. This book is concise, focusing on the most important aspects that a market researcher, or manager interpreting market research, should know. Many chapters provide links to further readings and other websites besides that of the book. Several mobile tags in the text allow readers to quickly browse related web content using a mobile device (see section “How to Use Mobile Tags”). This unique merger of offline and online content offers readers a broad spectrum of additional and readily accessible information. A comprehensive Web Appendix with further analysis techniques, datasets, video files, and case studies is included. l
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