TY - BOOK ID - 7690155 TI - A Concise Guide to Market Research : The Process, Data, and Methods Using IBM SPSS Statistics AU - Mooi, Erik. AU - Sarstedt, Marko. PY - 2011 SN - 3642125409 3642125417 PB - Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, DB - UniCat KW - Economics. KW - Economics_xStatistics. KW - Industrial management. KW - Marketing. KW - Commerce KW - Business & Economics KW - Marketing & Sales KW - Marketing research KW - Statistics KW - Methodology. KW - Computer programs. KW - SPSS for Windows. KW - Statistical product and service solutions KW - Statistical package for the social sciences KW - Business. KW - Management. KW - Statistics. KW - Business and Management. KW - Statistics for Business/Economics/Mathematical Finance/Insurance. KW - Statistics for Business, Management, Economics, Finance, Insurance. KW - Statistical analysis KW - Statistical data KW - Statistical methods KW - Statistical science KW - Mathematics KW - Econometrics KW - Administration KW - Industrial relations KW - Organization KW - Consumer goods KW - Domestic marketing KW - Retail marketing KW - Retail trade KW - Industrial management KW - Aftermarkets KW - Selling KW - Marketing KW - Statistics . UR - https://www.unicat.be/uniCat?func=search&query=sysid:7690155 AB - This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. Using the market research process as a framework, the authors explain how to collect and describe the necessary data and present the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis, and cluster analysis. An explanation is provided of the theoretical choices a market researcher has to make with regard to each technique, as well as how these are translated into actions in IBM SPSS Statistics. This includes a discussion of what the outputs mean and how they should be interpreted from a market research perspective. Each chapter concludes with a case study that illustrates the process based on real-world data. A comprehensive web appendix includes additional analysis techniques, datasets, video files and case studies. Several mobile tags in the text allow readers to quickly browse related web content using a mobile device. ER -