A concise guide to market research : the process, data, and methods using IBM SPSS statistics
Author(s)
Bibliographic Information
A concise guide to market research : the process, data, and methods using IBM SPSS statistics
(Springer texts in business and economics)
Springer, c2014
2nd ed
Available at 3 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references and index
Description and Table of Contents
Description
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
Table of Contents
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.
by "Nielsen BookData"