Out now: A Concise Guide to Market Research. The Process, Data, and Methods Using IBM SPSS Statistics

By Erik Mooi and Marko Sarstedt

04/04/2011 | 10:14 AM

emptyCover book Erik MooiThis book introduces the market research process and covers topics such as hypothesis testing, experiments, regression analysis, factor analysis, and cluster analysis. In each chapter the theoretical choices, faced by market researchers, are discussed and linked to actions in IBM SPSS Statistics. The output of which is discussed from a market research perspective. Each chapter concludes with a case study that illustrates the process based on real-world data. The book also offers a separate case study for each chapter to test the skills learned.

A comprehensive web appendix includes additional analysis techniques, datasets, video files and case studies (see http://www.guide-market-research.com/).

PowerPoint slides are also available for instructors at http://www.guide-market-research.com/service/instructor.html.

More information on the book is available at Springer.

If you want any further information, please contact Erik Mooi at emooi@feweb.vu.nl.