Authors:
- Compact, hands-on and step-by-step introduction to quantitative market research techniques Presents the most important techniques and shows how to translate theoretical choices into SPSS and how to analyze the output Case study at the end of each chapter Innovative supplementary online concept, including mobile tags, sample datasets and additional cases
- Includes supplementary material: sn.pub/extras
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Table of contents (10 chapters)
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Front Matter
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Back Matter
About this book
Reviews
From the reviews:
“Anyone who is thinking about how to best utilize market research should read this book … . The strategic framework outlined and explained in this book will help anyone from marketing managers to research specialists get better results. … I highly recommend this book to anyone involved in market research efforts.” (Inspire and Action Blog, inspireandaction.wordpress.com, March, 2014)
Authors and Affiliations
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Marketing Department, VU University Amsterdam, Amsterdam, Netherlands
Erik Mooi
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Institute for Market-based Management, Ludwig-Maximilians-University, Munich, Germany
Marko Sarstedt
About the authors
Bibliographic Information
Book Title: A Concise Guide to Market Research
Book Subtitle: The Process, Data, and Methods Using IBM SPSS Statistics
Authors: Erik Mooi, Marko Sarstedt
DOI: https://doi.org/10.1007/978-3-642-12541-6
Publisher: Springer Berlin, Heidelberg
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Springer-Verlag Berlin Heidelberg 2011
eBook ISBN: 978-3-642-12541-6Published: 01 February 2011
Edition Number: 1
Number of Pages: XX, 308
Number of Illustrations: 81 b/w illustrations, 49 illustrations in colour
Topics: Marketing, Management, Statistics for Business, Management, Economics, Finance, Insurance