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A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics - Softcover
Synopsis
1 Introduction.- 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.- 10 Communicating the Findings.- References.
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About the Author
Marko Sarstedt is a Professor of Marketing at the Otto-von-Guericke-University Magdeburg (Germany) and Adjunct Professor at the University of Newcastle (Australia). He holds lectures on market research and multivariate data analysis around the world and his research has been published in top-tier journals such as Journal of the Academy of Marketing Science, International Journal of Research in Marketing, MIS Quarterly, Long Range Planning and Journal of World Business.
Erik Mooi is a Senior Lecturer of Marketing at the University of Melbourne (Australia) and Aston Business School (United Kingdom). He teaches on various topics including statistical methods and market research to graduate students, PhD students and executives. His research has appeared in journals such as the Journal of Marketing and The International Journal of Research in Marketing.
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