A Concise Guide to Market Research by Erik Mooi (Hardback Book)

Springer-Verlag Berlin and Heidelberg GmbH & Co. K

Master the entire market research process with "A Concise Guide to Market Research." This comprehensive book provides an accessible roadmap from formulating research questions to collecting and analyzing data using quantitative methods and IBM SPSS Statistics. Learn to perform analyses, interpret results, and make sound statistical decisions with detailed coverage of hypothesis tests, ANOVA, regression analysis, principal component analysis, factor analysis, and cluster analysis. Packed with practical examples, tips, and suggestions, this hands-on guide helps you apply and interpret data analysis methods effectively. The latest edition features a single, consistent dataset throughout, new material on survey design, and enhanced learning elements like objectives, keywords, self-assessment tests, and case studies. It also includes a glossary and links to additional multimedia resources. Product Summary: A Concise Guide to Market Research, Hardcover, English, 396 pages, First edition, Featuring 69 b/w and 109 color illustrations, ISBN: 9783662567067, Written by Marko Sarstedt and Erik Mooi.