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

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 conv...