This book is an easily accessible and comprehensive guide which helps make sound statistical decisions, perform analyses, and interpret the results quickly using Stata. It includes advanced coverage of ANOVA, factor, and cluster analyses in Stata, as well as essential regression and descriptive statistics. It is aimed at those wishing to know more about the process, data management, and most commonly used methods in market research using Stata.

The book offers readers an overview of the entire market research process from asking market research questions to collecting and analyzing data by means of quantitative methods. It is engaging, hands-on, and includes many practical examples, tips, and suggestions that help readers apply and interpret quantitative methods, such as regression, factor, and cluster analysis. These methods help researchers provide companies with useful insights.

Allows readers to easily translate theory into practice, using tables that show exactly how to make statistical decisions and execute these in Stata Provides a comprehensive overview of Stata's market research process Includes step-by-step tutorials and case studies that illustrate how to make sound statistical decisions, perform analyses in Stata, and interpret the results Includes advanced coverage of ANOVA, factor, and cluster analyses in Stata, as well as essential regression Allows the reader to master advanced statistical techniques in Stata without becoming entangled in mathematical technicalities

Autorentext

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.

Inhalt
Chapter 1: Introduction.- Chapter 2: The Market Research Process.- Chapter 3: Data.- Chapter 4: Getting Data.- Chapter 5: Descriptive Statistics.- Chapter 6: Hypothesis Testing.- Chapter 7: Regression Analysis.- Chapter 8: Factor Analysis.- Chapter 9: Cluster Analysis.- Chapter 10: Communicating the Results.