This updated and revised second edition of the accessible, practice-oriented guide gives readers a compact and step-by-step introduction to the most important quantitative market research techniques, as well as how to use and analyze them in SPSS.

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., internetand 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

  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 Range of education elements such as learning objectives, keywords, self-assessment tests, case studies Innovative supplementary online concept, including mobile tags, sample datasets and additional cases Includes supplementary material: sn.pub/extras

  Autorentext

  Marko Sarstedt is chaired professor of Marketing at the Otto-von-Guericke-University Magdeburg (Germany). His main research is in the application and advancement of structural equation modeling methods to further the understanding of consumer behavior and to improve marketing decision-making. His research has been published in journals such as Journal of Marketing Research, Journal of the Academy of Marketing Science, Organizational Research Methods, MIS Quarterly, and International Journal of Research in Marketing. Marko has co-edited several special issues of leading journals and co-authored several widely adopted textbooks, including "A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)" (together with Joe F. Hair, G. Tomas M. Hult, and Christian M. Ringle). Erik Mooi is senior lecturer at the University of Melbourne (Australia). His main interest is in business-to-business marketing and works on topics such as outsourcing, inter-firmcontracting, innovation, technology licensing, and franchising using advanced econometrics. His research has been published in journals such as Journal of Marketing, the Journal of Marketing Research, the International Journal of Research in Marketing, and the Journal of Business Research. He is also program director at the Centre for Workplace Leadership, a fellow at the EU centre for shared complex challenges, as well as a fellow at the Centre for Business Analytics at Melbourne Business School.

  Klappentext

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

  Inhalt
  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.