A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics

A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics

by Marko Sarstedt, Erik Mooi

Paperback(Softcover reprint of the original 2nd ed. 2014)

$79.99
View All Available Formats & Editions
Use Standard Shipping. For guaranteed delivery by December 24, use Express or Expedited Shipping.

Product Details

ISBN-13: 9783662519813
Publisher: Springer Berlin Heidelberg
Publication date: 11/04/2016
Series: Springer Texts in Business and Economics
Edition description: Softcover reprint of the original 2nd ed. 2014
Pages: 347
Product dimensions: 6.10(w) x 9.25(h) x 0.03(d)

About the Author

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-firm contracting, 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.

Table of Contents


Introduction to Market Reseach.- The Market Research Process.- Data.- Getting Data.- Descriptive Statistics.- Hypothesis Testing & ANOVA.- Regression Analysis.- Principal Component and Factor Analysis.-Cluster Analysis.- Communicating the Results.

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews